The Formation Path of Brand Premium under the New Media Narrative Mechanism: A Case Study of Atour Planet
Abstract
In the digital media environment, brand competition has gradually shifted from the product and price levels to the consumer mindset level. Social media platforms have also transformed from information dissemination channels into important Spaces for brands to express content and construct meaning. Against this backdrop, some emerging brands no longer rely on "high cost performance", but instead enhance their brand value through lifestyle narratives. This article takes Atour Planet as a case and adopts the methods of literature analysis and case analysis to construct an analytical framework of "brand narrative - consumer mindset - behavioral transformation - brand premium". Research has found that brands can promote consumers to form emotional identification and brand association through emotional content and scene narratives, and gradually build trust in social interactions, thereby driving them to complete behavioral transformation along the path of "attention - interest - search - purchase - share". Research shows that the formation of brand premium does not solely rely on product attributes, but rather stems from the degree to which the brand occupies a position in consumers' minds.
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