ECONOMICS OF LONG TAIL, A CHALLENGE FOR BRANDING

Andreia Gabriela Andrei () and Andrei Dumea ()
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Andreia Gabriela Andrei: University “Al. I. Cuza” of Iasi, Romania
Andrei Dumea: University “Al. I. Cuza” of Iasi, Romania

The Annals of the "Stefan cel Mare" University of Suceava. Fascicle of The Faculty of Economics and Public Administration, 2010, vol. 10, issue Special, 210-216

Abstract: This paper investigates what Economics of Long Tail is bringing to branding. Economics of Long Tale literature highlights new Web 2.0 business models that enables a greater degree in satisfying exactly what motivates consumers most: being treated as individuals not as masses; access to an increased offer variety including custom products; lower prices. Our paper finds out that brand leadership and corporate branding provides the appropriate business philosophy for facing the challenges of the Long Tail. They just have to upgrade themselves with Web 2.0 tools for organizing the day by day cooperation with users. The consequence will be a great pot of customers becoming one of the company's resources directed to deliver the promised brand value following the long-tail rule. Beside users' driven brand sindicalization directed to change perceptions, reinforce attitudes, and create loyalty, the major consequence will be a deep integration of brand's users in the brand nurturing culture. The brand value will go beyond the usual jargon and customers will be able not only to embrace the brand experience but to actually build it, to be a part of it. Our statement that brand leadership and corporate branding provides the appropriate business philosophy for coming years is supported by at least four of today's most innovative and successful brands, that leveraged the Long Tail as part of their businesses: Amazon, Google, Facebook and Apple.

Keywords: long tail branding; brand management tailoring long tail economics; economics of long tail; brand leadership; corporate branding (search for similar items in EconPapers)
Date: 2010
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