The Construction Mechanism of Brand Identity in Mixue Bingcheng

Surrey International Institute, Dongbei University of Finance and Economics, Dalian, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

In the context of social media gradually dominating the communication environment, the formation of brand identity presents new features. Compared with the previous mode of relying on advertising and one-way information transmission, the role of user participation and content co-creation in brand communication is becoming more and more obvious. Focusing on the case of Mixue Bingcheng, it can be observed that it has formed a special propagation path in the combination of network memes and surrounding products. Based on the theory of participatory culture, brand community and social identity, after combing the relevant content, it can be found that the formation of brand identity is often not caused by a single factor, but gradually accumulates between user re-creation, platform distribution and real consumption. The meme content is constantly imitated and expanded in the process of communication, and the surrounding products transform these symbols into visible expressions in reality to a certain extent. The linkage between the two makes the brand gradually shift from a commodity provider to a symbol carrier with cultural attributes. The correlation analysis is helpful to understand the formation logic of brand identity in the digital context and provide reference for brand communication practice.