社交媒体所带来的新媒介形式的变革，使传统媒体的话语权下放，信息双向流动，引发了个人品牌的蓬勃发展，也带来了品牌与受众关系的重塑。关系作为品牌和品牌资产研究的新视角，已经成为品牌管理新的理论基础。随着社交媒体的发展，个人品牌影响力的扩大和商业化变现需求的增加，粉丝关系的管理成为个人品牌管理的核心，对粉丝经济背后的价值构建有重要影响。目前，国内外基于关系视角的品牌资产研究逐步成为热点，但对于粉丝-品牌关系所带来的个人品牌价值研究寥寥无几。因此，如何提升个人品牌与粉丝的关系质量，受哪些因素的影响以及该影响的机制，是值得探究的问题。 本研究基于品牌关系和品牌资产研究的相关文献梳理，构建了个人品牌资产维度与品牌关系驱动模型。以拥有全媒体矩阵粉丝数超过1亿的典型知识IP樊登个人品牌为案例进行实证分析，以505名关注过樊登社交媒体账号的粉丝作为研究样本，研究个人品牌资产的三个维度品牌形象、品牌质量、品牌互动对品牌关系质量的影响，具体结论如下：（1）品牌形象对关系地位和关系能量有显著正向影响；（2）品牌质量对关系地位和关系能量有显著正向影响；（3）品牌互动对关系地位和关系能量有显著正向影响。 本研究结合个人品牌的特性探究其社交媒体粉丝与品牌关系的形成过程和影响因素，为粉丝与个人品牌关系的建立、维护和深入提供可参考的依据，提升粉丝与品牌的亲密度、满意度和忠诚度，为更多通过社交媒体打造个人品牌的普通人提供个人品牌管理和价值提升的参考依据。

The transformation of new media has decentralized the voice of traditional media and the two-way flow of information has triggered the vigorous development of personal brands and also brought about the reshaping of the relationship between the brand and the customers. As a new perspective of brand and brand equity research, relationship has become a new theoretical basis for brand management. With the development of social media, the expansion of personal brand influence and the increasing demand for commercialization, the management of fan relationship has become the core of personal brand management, which has an important impact on the value construction behind the fan economy. At present, research on brand equity based on the relationship perspective at home and abroad has gradually become a hot spot, but few researches are conducted on the personal brand value brought by the fan-brand relationship. Therefore, how to improve the quality of the relationship between personal brand and fans, what factors are affected by it, and the mechanism of such influence are questions worth exploring. Based on the related literature combing of brand relationship and brand equity re- search, this research constructs a personal brand equity dimension and brand relationship driving model. Fan Deng’s personal brand，a popular knowledge IP with more than 100 million fans in the full media matrix, is a typical case for empirical analysis. Taking 505 followers of Fan Deng’s social media accounts as a research sample，this thesis constructs a personal brand equity dimension and brand relationship driving model. The specific conclusions of the influence of brand image, brand quality and brand interaction on brand relationship quality are as follows: (1) Brand image has a significant positive impact on relationship status and relationship energy; (2) Brand quality has a significant positive im- pact on relationship status and relationship energy; (3) Brand interaction has a significant positive impact on relationship status and relationship energy. This thesis combines the characteristics of personal brand to explore the formation process and influencing factors of the relationship between fans and personal brands, in order to provide reference for the establishment, maintenance and in-depth of the relation- ship. Meanwhile, it provides a reference basis for personal brand management and value enhancement for more ordinary people who build personal brands through social media.