Building brands with the support of social media

Building brands with the support of social media Research Paper example
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Building Brands with the Support of Social Media Name Individual Assignment Course Teacher’s Name 25 October 2012 Executive Summary This discourse provides a detailed insight into the way companies build brands using social media as a tool and support. Focus of the paper rests on three main aspects of brand building, namely brand awareness, brand image, and brand attitude.


In order to increase its profitability, it is imperative that a company finds ways to build the brand. Social media’s role in brand building cannot be overemphasized because of its widespread usage and availability, and cost effectiveness. Analytical section of the paper discusses the Hierarchy of Effects, 1 Foot Cone Belding, and the elaboration effect. Final analysis elaborates likelihood model that can provide companies with assistance in building brands using social media provided that it enables customers to use attitude formation towards the offerings of the brand. Overall Recommendations are for companies to pay attention to characteristics and features valued by customers in their products and services as tweeted by the customers on social media websites, and engage with the customers to find best ways to realize their expectations. Table of Contents 1. Introduction 4 2. Social Media 4 3. Brand 5 3.1 Brand Awareness 5 3.1.1 Foot Cone Belding (FCB) Grid 5 3.2 Brand Image 7 3.2.1 The Hierarchy-of-Effects (HoE) Model 7 3.3 Brand Attitude 8 3.3.1 The Elaboration Likelihood Model (ELM) 8 4. Branding in the Age of Social Media 9 5. Recommendations 10 6. Conclusion 11 List of References 12 1. ...
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