This paper presents the role of viral marketing in building brand equity. There are many well known theories that are generally accepted regarding brand equity. Although these theories are quite old, they are still used in academic research. According to Keller (1993:39): “Brand equity is defined in terms of the marketing effects uniquely attributable to the brand”. Aaker elaborated the brand equity dimensions, however, his theories do not explain what the direct causes of brand equity are.
The present study is based on the existing theories on brand equity and viral marketing and provides new insights developed for the football players. There are limited research and theories on this case. The focus of the study will be on brand equity which is developed when the consumer knows the brand. The other dimensions of brand equity such as brand loyalty and perceived quality are created when the consumers know the brand. The present thesis, in particular, does not focus on the effects of brand equity but it is mostly concerned with brand awareness. This applies in case of football players and consequently, it results in a deeper comprehension on how important brand awareness is for the development of brand equity.
The present thesis focuses on a relatively new topic which is word-of-mouth through the Internet, in other words, viral marketing. Although, in recent years, there are many studies on viral marketing, however, there is little known on how effective viral marketing is and the extent on which it influences the actual behavior of the consumer. This thesis will provide a better understanding on the extent of viral marketing effectiveness on brand awareness and equity which will help in explaining if viral marketing is a useful tool to use to develop brand awareness which in its turn will result in brand equity.
All relevant marketing theories regarding viral marketing and brand equity are used as a theoretical reference when the football players branding practices are being assessed and explained. Developing a real brand is important for a football player to continue his business career when his athletic career ends.
Table of Contents
Introduction
1.0 Brand Equity
1.1 Brand Equity – Definition
1.2 Aaker Model on Brand Equity
1.3 Brand Loyalty
1.4 Brand Awareness
1.5 Brand Perceived Quality
1.6 Sensory Stimuli and Perceived Quality
1.7 Brand Association / Brand Image
1.8 Other property brand assets
2.0 Viral Marketing
2.1 Viral Marketing – Definition
2.2 Types of Viral Marketing
2.2.1 Active Viral Marketing
2.2.2 Frictionless viral marketing
2.3 The strategy of Viral Marketing
2.3.1 Low integration strategy
2.3.2 High integration strategy
2.3.3 Key components of Viral Strategy
2.4 Viral marketing communication
2.4.1 Viral marketing goals
2.4.2 Opinion makers
2.4.3 E-fluentials
2.5 Communication Strategy
2.6 Message transformation into a virus
2.7 Advantages and Disadvantages of Viral Marketing
2.8 Viral marketing campaigns – evaluation of success
3.0 Marketing and Social Media – Implementation of a marketing strategy
3.1 Marketing in Social Media
3.2 Marketing Actions – Social Media
3.3 Facebook Marketing
3.4 Advertising in Facebook
3.4.1 Disadvantages of advertising in Facebook
4.0 Research – Case studies
4.1 Methodology
4.2 Validity and Reliability of Case Study findings
4.3 Case Studies – Beckham, Messi & Ronaldo
5.0 Discussion
6.0 Recommendations
Research Objectives & Topics
This thesis investigates the role of viral marketing in building brand equity, specifically focusing on the application of these strategies by world-famous football players (Beckham, Messi, and Ronaldo) on Facebook. The primary goal is to determine whether viral marketing is an effective tool for enhancing brand awareness and personal brand equity for professional athletes in the digital age.
- Theoretical foundations of brand equity and viral marketing strategies.
- Evaluation of social media and Facebook as platforms for athlete promotion.
- Analysis of key success factors in viral content creation.
- Case study assessment of three global football icons’ digital branding practices.
Excerpt from the Book
4.3 Case Studies – Beckham, Messi & Ronaldo
For the purposes of the current research, the profiles of David Beckham, Leo Messi and Ronaldo Cristiano were studied for the period September 2013 on Facebook.
Being present in Facebook seems to have become an imperative part of integrated marketing communications and thus for the personal image of the football players mentioned above. From the posts of the three players it can be seen that their Facebook present is a “must do”. It seems that they use social media as a media channel to initiate positive word-of-mouth and as a reminder of their brand (Ferguson, 2008). Social media has become a useful tool to implement communication campaigns having virality as a desired outcome. The use of social media enables the fooball players to send messages to their fans and to a wider audience. Viral marketing is also called social media marketing and positive word-of-mouth is quicker and more extended than ever.
The three football players used viral marketing to distribute messages free i.e. messages about their football performance in a particular match (Leo Messi), about their social life (David Beckham) and/or about their personal life (Leo Messi). Ronaldo Cristiano used it also to promote his new underwear collection.
Chapter Summaries
1.0 Brand Equity: Explores fundamental definitions and models (Aaker, Keller) of brand equity, identifying core dimensions like loyalty, awareness, and perceived quality as essential for business success.
2.0 Viral Marketing: Defines viral marketing and its strategies, including active and frictionless approaches, while discussing communication goals, target groups, and the inherent risks of this marketing medium.
3.0 Marketing and Social Media – Implementation of a marketing strategy: Examines how social media and specifically Facebook function as critical platforms for brand building and customer interaction in the contemporary digital environment.
4.0 Research – Case studies: Outlines the qualitative methodology used to investigate the Facebook presence of Beckham, Messi, and Ronaldo, assessing how their posts serve as viral marketing instruments.
5.0 Discussion: Analyzes the evolving role of football players as global brands, suggesting that modern athletes must master digital communication rules to ensure long-term brand equity beyond their playing careers.
6.0 Recommendations: Suggests that future research should focus on the varying effectiveness of viral campaigns across different conditions and clarify whether negative publicity can ever yield positive outcomes for sports brands.
Keywords
Brand equity, Brand awareness, Viral marketing, Football players, Social media, Facebook, Word-of-mouth, Marketing strategy, Personal branding, Consumer behavior, Digital communication, Case study, Brand image, Online engagement, Publicity.
Frequently Asked Questions
What is the central focus of this research?
This research focuses on the role of viral marketing in building brand equity for professional football players, specifically investigating how they leverage social media to enhance their personal brand.
What are the primary themes discussed in this work?
The central themes include the theoretical framework of brand equity, the mechanics and strategies of viral marketing, the implementation of social media marketing, and the qualitative analysis of digital branding by professional athletes.
What is the main research objective?
The objective is to record and assess the effectiveness of the personal brand promotion of Beckham, Messi, and Ronaldo on Facebook, and to evaluate if viral marketing significantly contributes to increasing their brand awareness and equity.
Which scientific methodology is employed?
The research utilizes a qualitative case study methodology, involving observation and content analysis of the football players' public Facebook posts during September 2013.
What topics are covered in the main body?
The main body covers definitions and models of brand equity, the history and types of viral marketing, strategies for successful viral communication, and an analysis of how social media tools like Facebook are used for athlete reputation management.
Which keywords best characterize this study?
The key concepts include brand equity, viral marketing, football players, social media, Facebook, word-of-mouth, and personal branding.
How does the author define brand equity for football players?
The author considers it as the added value derived from a player's image, which allows them to maintain popularity and business opportunities even after their athletic career concludes.
What is the conclusion regarding the use of humor in viral marketing?
The author notes that while humor was a buzzword, it is now a double-edged sword; modern, sophisticated users prefer original and relatable content rather than simple "shock-value" advertisements.
Why are Beckham, Messi, and Ronaldo used as case studies?
They are selected because they are global icons who represent major brands, making them ideal subjects to analyze how modern communication rules and viral strategies are applied at the highest level of professional sports.
- Quote paper
- Fotini Mastroianni (Author), 2014, The role of viral advertising in brand equity building, Munich, GRIN Verlag, https://www.grin.com/document/355384
