The Impact of Brand Marketing Strategies on Brand Awareness and Customer Loyalty: A Case Study of Tustine

College of Media and Communication, Shenzhen University, Shenzhen, 518060, China

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Abstract

Brand marketing is essential for competition and market expansion in the fast-food industry, yet research gaps persist regarding the localization and youth-oriented marketing of Chinese brands. Taking Tustine as a case = this paper explores the impact of brand marketing strategies on brand awareness and customer loyalty. The research utilizes literature review, case analysis, to evaluate Tustine’s “freshly baked buns + national trend” strategy. Findings reveal that Tustine achieved rapid national expansion, reaching over 9,000 stores by 2025, with over 60% located in lower-tier cities. Strategic product differentiation and emotional resonance have successfully built high brand stickiness, reflected in a 35% member repurchase rate and a word-of-mouth referral rate exceeding 50%. The study concludes that fast-food brands must balance standardized operations with localized innovation. By constructing a value system centered on “differentiated products and cultural identity” and implementing data-driven precision marketing, Chinese fast-food brands can effectively enhance brand awareness and cultivate sustainable customer loyalty in a competitive market.