دانلود رایگان مقاله بررسی از بین رفتن برند ها توسط رسانه های اجتماعی

Abstract

The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled communications in hopes of creating dominant brands that could be leveraged to cultivate loyalty and a long-term, steady stream of profits. However,social media can drastically alter consumers’ behavior and their brand preferences. This rapidly evolving landscape has left managers at a loss, and what they are experiencing is likely the beginning of a tectonic shift in the way brands are managed. In this article, we take a close look at the building blocks of branding and also examine the core of social media. After careful analysis of the two, we discuss the likely impact social media will have on the practice of brand management. We conclude that it will extend beyond the narrow confines of the use of social media as a message platform, to the core of how markets are targeted and products are delivered. We make recommendations regarding how companies can manage various facets of branding in this new marketplace.

6. Conclusion

Social media has the potential to upend traditional branding. The landscape is constantly evolving, and this shift is likely to accelerate with the growth of mobile platforms. In a world where there are more mobile phones than toothbrushes, consumers are likely to leverage their power in social media to be more demanding of marketers. Social media can strengthen or kill a brand; the key to success lies in how quickly companies can change their mindset and adopt new strategies in response to consumer preferences.