How to become a social brand

Patrícia Dias*

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares


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.
Idioma originalEnglish
Título da publicação do anfitriãoSocial brand management in a post Covid-19 era
EditoresPatrícia Dias, Alexandre Duarte
Local da publicaçãoLondon
EditoraTaylor and Francis AS
Número de páginas11
ISBN (eletrónico)9781000953695
ISBN (impresso)9781032465722
Estado da publicaçãoPublicado - 1 jan. 2023

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