This report “The Impact of Web 2.0 on Brand Management– How to Use Web 2.0 Efficiently to Create a Higher Brand Value-” has been written within the minor International Business Management (MLA7 individual topic) at the economical university of applied science FIHE in Venlo. This module offers students the opportunity to realise theoretic knowledge. Furthermore the student can choose a topic according to his interest and it also serves for preparation of the bachelor thesis. A time limit of three months was given for processing this report and also a limit of 20 pages.
This report will demonstrate the importance of involving Web 2.0 in marketing-strategies. Examples of companies which suffered from Web 2.0 as they did not know how to react properly will be pointed out. Furthermore the change from one-way communication to two-way communication will be described and following possible measurements and strategies will be recommended to increase a company’s brand value.
The Impact of Web 2.0 serves as a guide for companies who are not well versed in this topic but intend to increase their brand value by means of social media marketing measurements. Nevertheless basic knowledge about marketing and e-marketing terms is required. However some terms are listed in the glossary but will not explained within the text as this would go beyond the scope of this report.
Table of Contents
Title Page
Summary
Preface
Glossary
1 Introduction
2 Theoretical Foundations
2.1 Brand Definition
2.2 Functions of a Brand
2.3 Definition of Brand Management
2.4 Definition of Web 2.0
3 The use of Web 2.0
3.1 Private Use
3.2 Web 2.0 in Business
4 Web 2.0 - Friend or Foe?
5 From One-Way to Two-Way Communication
6 Web 2.0 and Brand Management
6.1 The Impact of the Change of the Communication Models on Website Content
6.2 How to Respond to Unjustified Negative Word of Mouth
6.3 Integrating Users into Marketing Processes
6.4 The “Open” Brand
7 Conclusion
8 Recommendation and Critical Appraisal
Bibliography
List of Figures
List of Tables
List of Abbreviations
Appendix: The Frequency of Web 2.0 Visits
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