PDF Publication Title:
Text from PDF Page: 014
industrial period to the informational age, consistency of a brand was the core, but now different values are the key to a successful brand. (Ingram 2016.) In the following chapter the traditional branding concepts will be explained. Afterwards, a closer look will be taken on the new branding approach on social media as the goal of the thesis is to build a marketing strategy for the social media platform Instagram. Finally, some aspects of branding a fashion company will be explained as for different industries different approaches may be needed. (Ingram 2016.) 2.4.1 Branding on social media Before branding on social media became possible and popular, traditional branding was used. The main characteristic of traditional branding is one-way communication. While traditional branding contains solely content produced by the brand or company, modern branding approaches include the creativity of the consumer. In traditional branding, the company creates the brand image, the values, and distributes those through traditional channels such as radio, tv or posters. (Grzesiak 2015.) This approach led to attaining great public attention for brands, but the trend is downgrading as branding nowadays is targeting new generations. The new generations desire interaction and personalized content. (Grzesiak 2015.) It is important for a brand to define a target group in order to decide which branding approach is suitable. As the younger generations spend more time online than consuming traditional media, the traditional branding path may not be appropriate for every brand, especially if the target group is rather young. (Dewberry 2018.) Nevertheless, traditional branding has its advantage too, tangibility. As well as online marketing may work for a certain company, the brand stays intangible. Printing a logo on small merchandise products and spreading them to customers or distributing them at events makes people remember the logo and therefore the brand. (Dewberry 2018.) Nowadays branding has developed to an online format. As mentioned previously, branding on social media is different from traditional branding, but still as 14PDF Image | Brand-Awareness through Marketing on Instagram
PDF Search Title:
Brand-Awareness through Marketing on InstagramOriginal File Name Searched:
thesis-brand-awareness.pdfDIY PDF Search: Google It | Yahoo | Bing
Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info
Cruising Review Topics and Articles More Info
Software based on Filemaker for the travel industry More Info
The Burgenstock Resort: Reviews on CruisingReview website... More Info
Resort Reviews: World Class resorts... More Info
The Riffelalp Resort: Reviews on CruisingReview website... More Info
CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com (Standard Web Page)