How to become a social brand

Patrícia Dias*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This chapter begins with a discussion about how the digital environment and brands shape each other and about the challenges and opportunities that brands face in contemporary times. It presents a discussion of the features, strategies, and tactics that can make a brand stand out from its competitors and matter to its consumers and fans. The chapter draws on previous findings and literature on the topic to suggest a new model that can help brands cope successfully with the contemporary digital environment. To stand out and matter, brands must become Social Brands. If brand equity stresses the value that a brand affords and attempts to measure it, this alternative way of thinking about what makes a brand ‘good’ focuses on its ability to create and nurture a meaningful relationship with consumers and fans throughout time.
Original languageEnglish
Title of host publicationSocial brand management in a post Covid-19 era
EditorsPatrícia Dias, Alexandre Duarte
Place of PublicationLondon
PublisherTaylor and Francis AS
Number of pages11
ISBN (Electronic)9781000953695
ISBN (Print)9781032465722
Publication statusPublished - 1 Jan 2023


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