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The Impact of Web 2.0 on Brand Management

How to Use Web 2.0 Efficiently to Create a Higher Brand Value


Research Paper (undergraduate), 2011

34 Pages, Grade: 8


Excerpt


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

Excerpt out of 34 pages

Details

Title
The Impact of Web 2.0 on Brand Management
Subtitle
How to Use Web 2.0 Efficiently to Create a Higher Brand Value
College
Fontys University of Applied Sciences Venlo
Grade
8
Author
Year
2011
Pages
34
Catalog Number
V197615
ISBN (eBook)
9783656237235
ISBN (Book)
9783656238591
File size
1516 KB
Language
English
Keywords
impact, brand, management, efficiently, create, higher, value
Quote paper
Sandra Spindler (Author), 2011, The Impact of Web 2.0 on Brand Management, Munich, GRIN Verlag, https://www.grin.com/document/197615

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