Analysis On The Brand Construction Strategy Of Durex Microblogging

As the end of 2012, users of Sina micro-blog have broken 500 million mark.With the rapid expansion of the micro-blog market,enterprises not only take micro-blog as a social, media, e-commerce and other attributes of an information platform,but will also enhance its corporate brand value.Brand is the largest corporate intangible assets,also an important factor to stimulate consumer brand association and attitudes. Since its inception,Durex official micro-blog has generated a great deal of social influence and power of brand communication.As a new media model of successful brand building, Durex company has created many classic case of corporate brand building. Interact with users,Durex enterprise improved the brand awareness, reputation and loyalty.The purpose of writing this article is to analyze the success of brand building of Durex. The Durex,which was very embarrassed under the circumstance of the traditional medias, has brought great reference to the FMCG corporations. This article has explained the essence of the brand building of Durex clearly and give the suggestions of strategies of public relations of crisis and customer enhancing the loyalty of brand throughout the methods of investigation and analyses.