PDF Publication Title:
Text from PDF Page: 015
important - if not even increasingly more significant (Agresta & Bough 2011, pp.11-13). Simply saying, there has been a shift in how brand management is operating (Bruhn et. al 2012). Nowadays brands are rather personalized and products of the people’s affections. The brand does not need to have an enforced message. The message is made by the consumer, the social media user him- or herself. The most important factor regarding a brand is to create value for the customer and form an emotional bond. (Ingram 2016; Agresta & Bough 2011, pp.11-13.) Not only the creation of the message has changed. Brands nowadays need to be more creative and create a unique experience for the customer online. (Ingram 2016.) When talking about the difference in branding nowadays and how the creation of content has changed, Bruhn et. al (2012) defines two types of social media content, the user-generated, and the company-created content. User-generated content makes the company trustworthy and displays the likability of the company among various people. The brand image can be strengthened with this kind of content. Company-created content can increase brand awareness, the hedonic brand image is not affected. Company-created content can support the user-generated content by encouraging consumer interaction. (Bruhn et. al 2012.) While company-created content is easy to control by the company, consumer- created content is not as manageable. The company needs to control the user- generated content and build strategies on how to interfere at this point. As this kind of content creates credibility for a brand, it is not to be neglected. (Ingram 2016.) Looking at the company created content, the visual brand is important. This means that all components of a company’s social media appearance need to form one unit. For example, characteristics can be classified as a color; the same color scheme should be used throughout all social media channels. Other components are constant filters or the steady use of one logo. This creates a consistent and unified picture of the brand that people can remember. (Jackson 2017.) Not only is the visual branding important on social media, but creating a 15PDF 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 | RSS | AMP |