Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media


Term Paper, 2012

11 Pages, Grade: 9,2

Amelie Lorenzen (Author)


Abstract or Introduction

The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf’s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors.
The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part.

Details

Title
Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media
College
Maastricht University  (University College Maastricht)
Grade
9,2
Author
Year
2012
Pages
11
Catalog Number
V207504
ISBN (eBook)
9783656348030
ISBN (Book)
9783656349068
File size
553 KB
Language
English
Keywords
digital, branding, internet, social, media
Quote paper
Amelie Lorenzen (Author), 2012, Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media, Munich, GRIN Verlag, https://www.grin.com/document/207504

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