Brand and Social Web

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas and Sebastián Molinillo
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Francisco J. Martínez-López: University of Granada
Rafael Anaya-Sánchez: University of Malaga
Rocio Aguilar-Illescas: University of Malaga
Sebastián Molinillo: University of Malaga

Chapter Chapter 6 in Online Brand Communities, 2016, pp 87-105 from Springer

Abstract: Abstract Brands have become an indispensable element in distinguishing between the products of different companies, reflecting their personalities and finding their correct positioning. Furthermore, over the years, the importance of brands has increased to such a degree that they have come to be an instrument that fits alongside important dimensions such as functional, emotional, relational or strategic. Therefore, it is evident that the creation of a fitting brand strategy that defines and encapsulates the brand equity is essential to gain a sustainable competitive advantage. It is also important to consider the influence brands have exerted over the emergence and spread of social tools, which have transformed the management and development of brand strategies, orienting them towards company goal completion and towards consumer purchasing decisions. Therefore, in this chapter we will give a tour of the evolution of brand strategies, from the more traditional focuses to the current forms, including the Social Web. To do this, the various versions that have existed will be analyzed, from the product paradigm to community brand management paradigm, delving deep into their characteristics and main implications.

Keywords: Brand Equity; Brand Loyalty; Store Brand; Brand Awareness; Brand Management (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-24826-4_6

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