Abstract:

With the widespread application of social media, the construction and enhancement of brand equity have shifted from traditional marketing to digital marketing. This paper explores the formation and growth strategies of social brand assets in the digital environment. Through an in-depth analysis of Shanghai Huanle Gu's use of the social asset growth flywheel model to achieve brand transformation, this paper demonstrates how daily social content creation and core social topic planning effectively form and strengthen brand equity. The purpose of this study is to provide a specific model for brand asset growth, offering strategic guidance for similar enterprises. This model integrates practical wisdom of social media operations with a long-term perspective on brand strategy.

Key words: brand asset, social media marketing, social branding, fissionable detonating sources, case study