Abstract
In recent decades, short video platforms demonstrate their effect and efficiency of delivering information interactively in the new media era, and Tik Tok is one of the most influencing short video platforms. This research is intended to utilize the case study of Tik Tok's block from the US in 2020, analyzing the positive and negative factors contributing to an impaired brand image. Certain pieces of literature have been issued to discuss the effect of the market on an impaired brand image. However, from the perspective of political background, a case study of Tik Tok remains under-discovered. It will review the literature of brand strategy, brand image, and brand loyalty as a theoretical foundation in this research. On the other hand, a SWOT analysis will be carried out to further interpret the effect of the impaired brand image using the case study of Tik Tok's block policy in the US. This research will conclude that Tik Tok's development, indeed, will be restrained in the US. However, in the other countries or districts, its negative effect would have its limitations. The contribution, including brand strategy and brand loyalty of Tik Tok, should not be neglected, and it is its own competitive advantage in the current market. This research will illustrate that as the political block has its limit in affecting the brand strategy, it remains a core competitive advantage.
Highlights
With the new era of internet interactive platforms and the development of video technology, the interactive video sharing platform has become a new trend in social media applications
This paper focuses on the influence on Tik Tok's brand image since Tik Tok is such a successful video sharing platform across the globe with a giant user base and numerous active daily users, it is of value to understanding how its brand image will be influenced by a restriction of using in a country with a strong international influence and huge user base of the internet, the US
Brand strategy utilises the conception of a brand's position in the current market and implements corresponding tactics to promote its influence in the market; it consists of many factors, including extension, image, implementation, and rebranding
Summary
With the new era of internet interactive platforms and the development of video technology, the interactive video sharing platform has become a new trend in social media applications. Tik Tok is a platform where users can create and share videos, presented as a social networking app. Tik Tok seized the opportunity of creating a media interaction platform in China, officially launching its application in Sept 2019. According to Xu, Yan and Zhang, by 2021, Tik Tok will have its app distributed among over 150 countries translated into 75 languages [1]. It has merely 600 million active users in China and over a billion globally. Tik Tok, incubated by Byte dance, is a short video social software for original music. Launched on September 20, 2016, the software is a short video community platform for all ages. A few users showed off their coffee latte art skills with lyrical music, which became a clear stream of Tiktok
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