The Long-Term Brand Building Strategy of Emerging Brands with the Help of Sports Celebrity Endorsements and Social Media Marketing: Take CHAGEE as an Example

Shuoran Li

2025

Abstract

This research takes the emerging tea brand, CHAGEE, as an example to explore in depth its strategies for long-term brand building through sports star endorsements and social media marketing. The research finds that CHAGEE has successfully shaped a healthy and energetic brand image by choosing sports stars that highly align with its brand positioning as endorsers. It has further amplified the brand's communication effect by leveraging the interactivity and fun of social media platforms. Through data analysis, the sales growth of CHAGEE's co-branded products was significantly higher than that of its competitors, and the brand's loyalty and user engagement were also significantly enhanced. The research also proposes the practical application of the 4I theory in brand communication, providing theoretical support and practical guidance for emerging brands to utilize sports star endorsements and social media marketing. This research not only fills the research gap in this area for emerging brands but also offers new perspectives and methods for the field of brand building.

Paper Citation

in Harvard Style

Li S. (2025). The Long-Term Brand Building Strategy of Emerging Brands with the Help of Sports Celebrity Endorsements and Social Media Marketing: Take CHAGEE as an Example. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 442-448. DOI: 10.5220/0013846700004719

in Bibtex Style

@conference{iceml25,
author={Shuoran Li},
title={The Long-Term Brand Building Strategy of Emerging Brands with the Help of Sports Celebrity Endorsements and Social Media Marketing: Take CHAGEE as an Example},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={442-448},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013846700004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Long-Term Brand Building Strategy of Emerging Brands with the Help of Sports Celebrity Endorsements and Social Media Marketing: Take CHAGEE as an Example
SN - 978-989-758-775-7
AU - Li S.
PY - 2025
SP - 442
EP - 448
DO - 10.5220/0013846700004719
PB - SciTePress