Construction And Empirical Analysis Of Social Branding Pattern

ABSTRACT: Internet makes people easily get related information of products and brand, Information gap between Enterprise and user are greatly narrowed, and people are happy to share and evaluation related information of products or brand on Internet, These make product and brand information transmission and formation of brand reputation exist between users. So, user began master discourse right of products and brand increasingly. Branding is essential to enterprise, but traditional branding model ignored the transfer of brand voice,and don’t well adapted to the environmental change under the social network influencing branding.So,about the branding, inevitably, there have been some difficulties. Based on this, this paper presented social branding model.On the b analys of the environment under social network, this paper concluded the influence factors of rand building. On the basis of brand users’ division and market analysis, this paper builds the social branding patterns, establishing, in the earlier market, brand communities to form the basis of the user, and, in the mass market, using social networking platforms to spread brand,and presented its implementation model. Finally, this paper proposed research conclusions and prospects.The number of focus is two in this paper, one for the brand environment under social network and its resulting the influence factors analysis.Secondly for the construction of social branding patterns. Theory mainly based on brand community theory and strong ties and weak ties in the theory of social network communication.