Abstract: In the context of the digital economy,the practical significance of dairy brand building mainly lies in enhancing market influence and competitiveness,increasing sales revenue and operating profits,and building a responsible social image for the enterprise. Taking Xueyuan Dairy as an example,its brand building is facing problems such as the lack of effective digital tools and platforms,low integration of online and offline,insufficient consumer participation,and unclear brand stories and value transmission.To enhance brand building,it is recommended that Xueyuan Dairy strengthen its digital infrastructure construction,establish an online and offline linkage mechanism,and clarify its brand value positioning to help Xueyuan Dairy achieve comprehensive brand building in the digital economy era.

Key words: digital economy, brand building, linkage mechanism