Hui Wang,Haiying Liang

In the era of social media, brand management has encountered unprecedented opportunities and challenges. The widespread popularity of social media has changed the way information is disseminated and has reshaped the interaction between consumers and brands, which makes brand management urgently need to innovate to present new vitality. Based on the characteristics of the social media environment, this paper analyzes the transformation direction of brand management in terms of concepts, strategies and paths, analyzes how it adapts to the needs of the new era with the help of emotional connection, content innovation and data-driven, and points out that brand management should be user-centered, technology-supported, and value-oriented to achieve sustainable growth.

social media; brand management; emotional connection; content innovation; Data-driven

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