Abstract: University libraries employ professors, experts and other high-level intellectuals as librarians
to help create their reading brand and the co-reading space marked by “star librarians”, which is of great
significance for the utilization and sustainable development of human resources in university libraries.
Taking the brand building of Yue Reading Forum of Xiangtan University as an example, this paper analyses
the evolution process of professors’ participation in the brand building of university reading, lessons are
learnt for the brand to be recognized and co-created by more stakeholders. First, we need to play the role
of big data to the full, taking “user satisfaction” as the ultimate goal, and fully understanding users’ needs.
Secondly, the professors’ personality charm should be brought into full play, so that these “star librarians”
could attract users and stimulate new demands. To this end, libraries should implement brand design and
communication to create and maintain the brand image of professor librarians. All will lead to the final goal
of improving the brand loyalty of reading in these university libraries.

Key words: Brand marketing, Digital community, Collaboration between libraries and institutes, Internet celebrity