Author(s)

Lin Lin

Corresponding Author

Lin Lin

Abstract

With the rise of social media and digital transformation, brand management is facing new opportunities and challenges. This article analyzes the new trends and challenges of brand management in the era of social media and proposes corresponding strategies. The main content includes the transformation of personalized brand content, the application of big data and artificial intelligence in consumer insights, as well as the challenges brought by social media and digital transformation, such as information overload, platform dependence, and technological risks. At the end of the paper, strategies for responding to the development process of the brand management industry were proposed, including two-way interaction, shared responsibility, and core return. This article aims to provide guidance and reference for brand management to achieve high-quality development.

Keywords

Social media; Brand management; Digital transformation; Challenges and coping strategies