Research On Branding Strategy Of Cultural WeChat Public Account

“Read at ten" is the leader of the cultural We Chat public account,which has grown into a tuba with 50 million users since its first post was published on November 26,2012.Taking "Read at ten" as the main research object,this paper studies the measures taken by "Read at ten" in brand building,hoping to give more enlightenment to other cultural We Chat public accounts in brand building through this study.This paper divides brand building into symbol system,benefit system and meaning system.At the symbol level,"Read at ten" highlights the brand's corporate vision by simplifying the company name and designing products with temperature.In terms of interests,"Read at ten"shows the brand's uniqueness to users through online and offline channels and sells cultural knowledge to users.Online,"Read at ten" creates a media matrix by relying on the main account,implements content payment,and opens a good shopping mall to meet the needs of users to improve the quality of life.Offline,"Read at ten" helps brand appreciation through book clubs,book editing and publishing,and the operation of physical bookstores.At the meaning level,"Read at ten" builds the brand's internal value identity through the internal construction of corporate culture,and builds a cultural community with users through the external,so as to realize the identity,aesthetic identity and value identity with users,which further deepens the depth of brand building.Through the research on the brand building of"reading at ten points",this paper believes that the key to brand building of cultural We Chat public account is to improve the brand recognition,cultivate the sense of ceremony and connect users with emotion.