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2016 | OriginalPaper | Buchkapitel

6. Brand and Social Web

verfasst von : Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

Erschienen in: Online Brand Communities

Verlag: Springer International Publishing

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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.

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Vorheriges Kapitel Evolution of the Marketing Mind-Set and the Value-Creation Process
Nächstes Kapitel Conceptual Approach to Community, Virtual Community and Online Brand Community
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Metadaten
Titel
Brand and Social Web
verfasst von
Francisco J. Martínez-López
Rafael Anaya-Sánchez
Rocio Aguilar-Illescas
Sebastián Molinillo
Copyright-Jahr
2016
Buch
Online Brand Communities

Print ISBN: 978-3-319-24824-0

Electronic ISBN: 978-3-319-24826-4

Copyright-Jahr: 2016

DOI
https://doi.org/10.1007/978-3-319-24826-4_6