6. Influencer Branding in Brand Management

This chapter delves into the integration of Social Media Influencers (SMIs) within the Identity-Based Brand Management Model. It begins by defining SMIs and their role in influencing brand perception and consumer behavior. The chapter then introduces the Identity-Based Brand Management Model, which combines internal and external views of a brand. It discusses the key components of brand identity and brand image, and how SMIs can be effectively utilized to enhance these aspects. The chapter also explores the various forms of SMI-brand cooperation and the categorization of brand communication into internal and external operational brand management. Additionally, it highlights the importance of digital communications, including paid, owned, and earned media, in the context of influencer branding. Throughout, the chapter emphasizes the need for a holistic approach to influencer branding, one that considers both psychographic and behavioral brand objectives.