Abstract: The development of digital technology has brought new opportunities and challenges for brand communication. In response to the challenges， the focus of researches on brand theory has gradually shifted from brand image， brand equity and brand strategy to brand relationship. Researches on consumer-brand relationship mainly concerns brand relationship quality and its measurement dimensions， consumer motivation， emotional psychological attachment and relationship， effective access of consumer participation， intermediary factors of brand relationship quality， key driving forces for the formation of strong brand relationship， psychology and behavior in brand relationship， and influencing factors of consumer attitude and behavior. Research methods are not diversified with fewer empirical and localization researches. Future researches need to be done on research technology improvement，cross-disciplinary perspective，research logic transformation，and research subject expansion， etc.

Key words: digital technology, consumers, brand relations, value co-creation, brand theory