User Generated Branding: State of the Art of Research (Markenmanagement) - Softcover

Burmann, Christoph; Arnhold, Ulrike

Softcover

ISBN 10: 382581887X ISBN 13: 9783825818876

Publisher: Lit Verlag, 2008

Synopsis

In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.

About this title

From the Back Cover

What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective she analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.

About the Author

Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann’s Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.

Edition details

• Publisher: Lit Verlag
• Publication date: 2008
• Language: English
• ISBN 10: 382581887X
• ISBN 13: 9783825818876
• Binding: Paperback
• Number of pages: 256