دانلود مقاله ISI انگلیسی شماره 194
عنوان فارسی مقاله

برند ناخواسته

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
194 2011 15 صفحه PDF سفارش دهید 10590 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
The uninvited brand
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Business Horizons, Volume 54, Issue 3, May–June 2011, Pages 193–207

کلمات کلیدی
2 - 0 - علامت گذاری - مدیریت برند - رسانه اجتماعی - وب 2 - 0 - مدیریت و بازاریابی - توریسم و گردشگری - حسابداری و حسابرسی - خلق شرکت -
پیش نمایش مقاله
پیش نمایش مقاله برند ناخواسته

چکیده انگلیسی

Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People's Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Web-based power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns.

نتیجه گیری انگلیسی

Technology breakthroughs always affect foundational changes in brand management. Transportation focused marketing on distribution. Television established targeting and segmentation. Computers enabled addressable relationships, one-to-one. The Social Web is similarly reconstituting branding, and dramatic change is afoot. We’ve moved from a world where the brand set the agenda, to a world where consumers decide if—and when—brands are invited in. Our mindsets are shifting from long-term asset cultivation to fueling short-term cultural phenomena; brand building as a focal priority has given way to risk management as a defense. Our brand assets are mercurial; they are slipping from our grasp. When so much is changing, can we still claim we are practicing brand management? Or, is it time for a new paradigm to take hold?

خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.