Branding & Social Media

2019

My gratitude goes to the Almighty God for giving me this privilege and grace to go through the entire process of writing this thesis. My sincere thanks go to my family for the support, patience and words of encouragement they have given me during my entire learning period. I would also like to thank my supervisor Ingunn Elvekrok for her guidance and support throughout the entire process of the research work. However, it could not have done this without support. Not forgetting all my lecturers for their devoted time during my learning period. This thesis paper represents hard work, laughter, countless discussions, agreements and disagreements.

2022

Building a brand requires in-depth planning and scrupulous execution at every stage of its life cycle. In this continuous process, social media is one of the most powerful communication channels. It allows marketers to achieve a wide variety of branding objectives. However, managing a brand-building process is often affected by external factors, reputational threats and possible PR crises. Therefore, social media can be regarded both as a challenge and an opportunity for brands. It is extremely important to analyze social media in the context of branding. The paper provides in-depth revision of the role of social media in the branding process. Some of the most influential authors are cited for the literature review. The issues reviewed are as follows: opportunities of social media in branding, communication peculiarities of social media, positioning, reputation management and challenges. Statistical data from various sources is provided for emphasizing some aspects of branding through social media. The paper is summarized by an analysis of the issues reviewed and conclusive remarks.

e-Revista LOGO v.3 n.1 2014 ISSBN 2238-2542, 2014

This article is a brief discussion into the role of design when branding for social media. It talks about some of the problems of branding today and how communication is changing the relationship between companies and consumers. In the context of branding for social media it understands how design strategy can help brands better engage with their clients and improve their overall experience. Brands must be visionary and embrace the different realms of potential that awaits them with Design. Two examples are given and their approach on how Design can help in the overall brand’s social media strategy.

IP innovative publication pvt. ltd, 2019

Today it is said that world has become a small village because through the use social media as we can connect with each other within no time irrespective of distance barrier. This is been possible due to the use of social media. During early 1990’s we were aware of only television, radio and newspapers as a media for communication due to its high accessibility to reach out masses but then the revolution in the field of information technology has changed the scenario. The high speed internet with broadband connectivity has helped many of us to bridge the gap between a common man and constantly changing market place. Social media has a huge impact on consumer mindset as it creates an image of a company, product and services. Also, a company gets profit from the use of social media because of power to reach masses within less time so that they can serve their customers in a better way. With these changing dimensions throughout the world, India is also trying to make use of social media. Hence in this paper we are going to study what is social media? What are different forms of it? How it can be efficiently utilised for advertisement and branding and its impact on consumers.

Harvard Deusto Business Research

Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand. To do that, most of these organizations resort to social media such as Facebook, Twitter or Youtube. Thanks to these platforms, hospitals improve and dynamise their relationships with stakeholders, especially patients, employees and media companies. This literature review paper aims to better understand how hospitals should manage these platforms in order to build a meaningful brand based on human values. To do that, we conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model). We concluded that hospital organizations should implement professional protocols to analyze the information gathered from social media, prioritize a public rel...

In this era of technology-driven society, the usage of traditional modes of communication and marketing are in a waning stage. This is where digital marketing plays an important role. This style of marketing has received great recognition due to the hearty acceptance of technologies and the great immersion of individuals into the cyber world. Internet and e-commerce have found a distinct place in man's life for making ways to comfort and wide access. Internet is of wide access and social media is one of the biggest elements which cover data usage. Personal branding is now required for any individual to hold their foot onto the field they aspire to establish on. Personal branding through social media is the most viable option which also provides wide access to communities, groups, and interested individuals. This, in turn, creates a feasible marketing opportunity. This study intends to bring out different social media marketing techniques that have been adopted for personal branding in the most prominent social media platforms viz. Face book, Instagram and LinkedIn. The study found that different social media use different techniques and offer varied advantages which could be used in favour of the individual intending to go for personal branding. Also, merely creation of an account would not lead to branding, and each social media has its distinct features and areas of marketing and target customers. This should also be taken into account while posting or uploading for building a brand.

Ekonomia i Prawo, 2014

Searching for information on products and services combined with the growing interest in social media make them important channels of marketing communication and more and more companies see their advertising potential. In order to demonstrate the role of social media in shaping the corporate image and branding the paper discusses the reasons for companies' interest in this form of communication, its application in the internal communication system as well as the benefits and risks of a brand engagement in social media. According to the research presented in the literature and our own study social marketing has become an important and desirable channel for image building and brand promotion.

This thesis is an investigation into understanding the role of design and designers, when branding in social media. The work presented in this study considers what value design can bring to branding in social media. It identifies design skills necessary to work in branding in social media, and investigates how design strategy and marketing strategy can relate to social media strategy. It also examines what roles designers could play in the future of social media. In order to fully answer these interdisciplinary questions and address this recent phenomenon of social media, the literature review considers three different domains and areas of expertise: marketing, design and social media. With regard to marketing the focus was on the branding literature concerned with strategic brand management and also social marketing management literature. We attempted to connect aspects of brand design that were crucial to the social media field. In the design chapter we focused on its importance to both branding and social media. We addressed the importance of design management in branding today and how it is connected to new research in social media. We analysed social media history and how it has developed into a growing and important platform for brands to connect with consumers and vice versa. We aimed to underline the way these three different areas of expertise connect with one another in an attempt to answer the research questions. We conducted the empirical work with the collaboration of the one hundred and three multidisciplinary individuals (from marketing, design and/or social media areas) who answered the online questionnaire through a quantitative method approach. Qualitative data was also gathered from the twenty-one individuals through semi-structured interviews with experts in marketing, design and social media areas. We included participants from the United Kingdom and Portugal. We developed two models based on the literature review and empirical data analysis. These models were then validated with thirteen of the expert participants in an online mixed method questionnaire. This ultimately led to the remodelling of the previous models into two new models that combined the feedback and analysis and reflected the overall findings of this thesis.

2014

Advancement in technology in recent years has transformed the purpose of communication and encouraged the emergence of new communication channels based on internet technology, that have fashioned bold new approaches in the management of the marketing mix. The growing importance of social media marketing has come with a revolution in the IMC approach. The low cost and greater benefits have been the major reason for the success of the social media marketing. The study reveals how the consumer awareness generated by social media leads to success in the marketing communications. The continuous updates about the products on the social media generate interest which leads to higher customer involvement and hence enjoys the top of mind recall.

2019

This book includes the abstracts of all the papers presented at the 15th Annual International Colloquium on Branding (29-31 July & 1 August 2019), organized by the Athens Institute for Education and Research (ATINER).