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  4. Vol 6, Issue 2, 2025

Branding Strategies of "Asset-Light" Global Brand and Consumer Engagement on Social Media

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DOI: 10.23977/infkm.2025.060207 | Downloads: 1 | Views: 13

Author(s)

Xingxing Zhang 1, Yuhan Xie 1, Ruinan Zhao 1

Affiliation(s)

1 School of Foreign Languages, Guangzhou Maritime University, Guangzhou, China

Corresponding Author

Ruinan Zhao

ABSTRACT

In the context of global industrial-chain reconfiguration and deepening digital integration, this study examines Winona's overseas communication strategy through the lens of three-dimensional Brand Image Theory. Drawing on 201 valid Instagram posts and 156 user comments from 2021 to 2025, the study employs systematic coding and statistical analysis to develop an innovative analytical framework comprising attribute classification, interaction analysis, and trend tracking. The findings reveal that Winona adopts a "functional core supplemented by emotional communication" positioning strategy, with functional content accounting for more than 74% of its posts. A notable "quantity–quality imbalance" is also observed: although emotional content represents only 4.98% of posts, it generates the highest levels of audience interaction. The study contributes to the literature by enriching theories of brand communication in the digital era, extending the application of Brand Image Theory to cross-border, asset-light branding practices, and offering a replicable social media communication framework to support the global expansion of similar brands.

KEYWORDS

Asset-light Brand, Social Media Communication, Audience Response, Brand Image Theory, Winona, Internationalization

CITE THIS PAPER

Xingxing Zhang, Yuhan Xie, Ruinan Zhao, Branding Strategies of "Asset-Light" Global Brand and Consumer Engagement on Social Media. Information and Knowledge Management (2025) Vol. 6: 42-48. DOI: http://dx.doi.org/10.23977/infkm.2025.060207.

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