Research on the Association Between Personal Brand Building and Social Media—Take Ohkaye as an Example of an Analysis

Abstract

With the rapid development of social media, internet-related industries have become one of the most important sectors for sustained economic growth. Personal brands on social platforms are also increasing. Brand owners seize the dividends of the flow, utilize the stage of social media to fully present their values to the audience, and integrate them into the products they develop to push them to wider users. In order to show the relationship between personal branding and social media to the public more transparently and to understand the internal logic of the Internet economy development, the author takes the Internet brand Ohkaye as an example and utilizes the case study method, the interview method, and the SWOT analysis method to quantify the text and data in the case. It analyzes the generation and development of personal brands, the integration of personal brands and values, the realization of data in the flow era, and how to build a personal brand on social media platforms. It is found that personal brands on social media platforms embody the creator’s values, brand recognition is the key to brand survival, and the creator has to establish a personal aesthetic field on social media platforms to guide consumers to memorize the brand. At the same time, it is necessary to establish a community, make consumers participate in brand building, and form a two-way interaction in order to make the brand realize sustainable development.