Theoretical and Practical Analysis of Corporate Brand Reputation Management in the Digital Economy Era_Vol. 2 No. 5 (JBM 2025)_Journal of Business and Marketing (ISSN: 3005-5717)

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Theoretical and Practical Analysis of Corporate Brand Reputation Management in the Digital Economy Era

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DOI: https://doi.org/10.62517/jbm.202509508

Author(s)

Yanxin Mao*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

With the rapid development of the digital economy, corporate brand reputation management faces new opportunities and challenges. This study aims to analyze the formation mechanism, risk characteristics, and management strategies of corporate brand reputation in the digital economy environment, exploring effective pathways for companies to enhance their reputation in a multi-channel interactive and information dissemination environment. The research employs a combination of literature analysis and case studies of typical companies, systematically reviewing the concept and structure of brand reputation, theoretical research on its impact from the digital economy, and analyzing the reputation management strategies and effects of online retail, catering, and technology companies. The study finds that in the digital economy, brand reputation exhibits highly instantaneous, multi-sourced, and interactive characteristics. Companies need to implement a comprehensive strategy, including proactive construction, passive response, and long-term maintenance, to ensure stable improvement of their reputation. Practical cases show that data-driven approaches, real-time monitoring, and cross-platform management are key methods for companies to effectively maintain brand reputation. Based on the research results, this study proposes that companies integrate information dissemination mechanisms, consumer cognition, interactive behavior, and technological applications to establish a systematic brand reputation management system to enhance long-term competitiveness and market value, while also providing theoretical references for future research on brand reputation management in cross-platform and cross-cultural contexts.

Keywords

Digital Economy; Corporate Brand; Brand Reputation Management; Information Dissemination; Consumer Interaction; Case Study

References

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