Opportunities for Increasing Brand Equity by Managing Its Social Media Communications

Mariana Murzova ()
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Mariana Murzova: Technical University of Varna, Bulgaria

Nauchni trudove, 2024, issue 4, 119–130

Abstract: Proper management of brand value components is an essential part of building this intangible asset and thus forming protective barriers to competitors and improving its status. In this regard, increasing brand equity should be the main marketing goal of each company. Its achievement goes through building favorable associations and forming positive feelings among target customers. Digital marketing communications are the easiest, fastest and most effective tool for this.

Keywords: brand; brand equity; marketing communications; social media (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:natrud:y:2024:i:4:p:119-130

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