The Effect of Impaired Brand Image: A Case Study in Analyzing the Influence of the Block Policy of the US on the Brand Image of Tik Tok

Abstract

In recent decades, short video platforms demonstrate their effect and efficiency of delivering information interactively in the new media era, and Tik Tok is one of the most influencing short video platforms. This research is intended to utilize the case study of Tik Tok's block from the US in 2020, analyzing the positive and negative factors contributing to an impaired brand image. Certain pieces of literature have been issued to discuss the effect of the market on an impaired brand image. However, from the perspective of political background, a case study of Tik Tok remains under-discovered. It will review the literature of brand strategy, brand image, and brand loyalty as a theoretical foundation in this research. On the other hand, a SWOT analysis will be carried out to further interpret the effect of the impaired brand image using the case study of Tik Tok's block policy in the US. This research will conclude that Tik Tok's development, indeed, will be restrained in the US. However, in the other countries or districts, its negative effect would have its limitations. The contribution, including brand strategy and brand loyalty of Tik Tok, should not be neglected, and it is its own competitive advantage in the current market. This research will illustrate that as the political block has its limit in affecting the brand strategy, it remains a core competitive advantage.