In the context of branding era, the work aims to explore the new changes in brand communication paradigm and construct an effective brand marketing model to guide corporate brand building. From the perspective of brand thinking, the interrelationship between brands, consumers and enterprises was sorted out and the limitations of traditional brand communication and contemporary brand needs were analyzed. Combined with brand design practice cases, the discussion was carried out from the four stages:brand light source stage to solve the problem of brand recognition and cognition, brand beam stage to solve the problem of brand information acquisition and communication, brand halo stage to solve the problem of communication between the brand and the consumer and brand light field stage to solve the problem of brand terminal cognition. The "brand light field" marketing model was constructed, and the design was verified with the "Crab House" brand as an example. The construction and validation of the "brand light field" marketing model provided a more visual and direct design and marketing method for enterprise brand building. Through the brand light field marketing model, corporate brands can better identify and position themselves, improve the efficiency of information reach and consumer communication, and enhance the end-user perception to realize brand compounding.