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2.1.4.3 Blogs Blogs, which represent the earliest form of Social Media, are special types of websites that usually display date-stamped entries in reverse chronological order (OECD, 2007). They are the Social Media equivalent of personal web pages and can come in a multitude of different variations, from personal diaries describing the author’s life to summaries of all relevant information in one specific content area. Blogs are usually managed by one person only, but provide the possibility of interaction with others through the addition of comments. (Ward & Ostrom, 2006). 2.2 Branding "Your brand is what other people say about you when you are not in the room.” - Jeff Bezos, CEO Amazon A company’s brand is a complex mix of experiences in the customer ́s mind. Brands have two important functions. First, making the customers believe in the specific product by connecting it to a particular company. Second, brands help customers to organize their shopping by choosing specific products from a company (Keegan & Green, 2015) Customers integrate all their experiences of observing, using, or consuming a product with everything they read and hear about it. Information about products and brands come from a variety of sources and cues, including advertising, publicity, word of mouth, sales personnel, and packaging. The sum of these impressions is brand image. (Keegan & Green, 2015) 2.2.1 Brand Equity Another concept when describing brand and the role of branding is brand equity. The concept of brand equity has been one of the most popular and potentially important topics in marketing the last couple of years. Marketers approach and define it very different but they all agree on that brand equity should be defined in terms of marketing effects uniquely attributable to a brand. (Keller, 2009) 8PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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