Riassunto analitico
Brand management is considered the key for the success of an organization in the long term. The goal of branding is to improve brand perception in the costumer’s mind in order to offer an additional value with respect to competitors. The evolution of communication models and the change in customers’ needs have encouraged companies to elaborate new marketing strategies to communicate with users. The aim of this thesis is to present from a theoretical point of view the importance of a thorough knowledge about processes to build a solid brand structure and the creation of a strong brand equity in order to avoid failure. On the other hand, this project highlights the commitment of a company to adopt its traditional strategy by introducing innovative forms of communication. This “Era of web 2.0”, and the new management of brands request the use of online community and social networks to obtain successful results. In order to show the fundamental role of online marketing strategy to improve brand awareness, an international company has been chosen as a case study: Champion. The starting point of the research has been an analysis on customer base through a questionnaire, about thoughts and the influence of advertising on social networks and consequently the perceptions and comments about Champion’s social network online campaign. The results obtained demonstrate that nowadays consumers are widely influenced by adverts and sponsors online and they are encouraged to purchase after having been involved in an online social network campaign for a considerable period of time, and they create a strong and trustful relationship with the brand. Customers in the sample suggest the Champion update online marketing strategies as its competitors have done, to improve brand recognition and awareness. For this reason, after having analysed the results obtained from the research, a proposal for a social network marketing strategy for the company has been elaborated, considering all variables and additional costs of the operation in order to provide to the company a hypothetical strategy forecasting positive results.
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Abstract
Brand management is considered the key for the success of an organization in the long term. The goal of branding is to improve brand perception in the costumer’s mind in order to offer an additional value with respect to competitors. The evolution of communication models and the change in customers’ needs have encouraged companies to elaborate new marketing strategies to communicate with users.
The aim of this thesis is to present from a theoretical point of view the importance of a thorough knowledge about processes to build a solid brand structure and the creation of a strong brand equity in order to avoid failure. On the other hand, this project highlights the commitment of a company to adopt its traditional strategy by introducing innovative forms of communication. This “Era of web 2.0”, and the new management of brands request the use of online community and social networks to obtain successful results.
In order to show the fundamental role of online marketing strategy to improve brand awareness, an international company has been chosen as a case study: Champion.
The starting point of the research has been an analysis on customer base through a questionnaire, about thoughts and the influence of advertising on social networks and consequently the perceptions and comments about Champion’s social network online campaign.
The results obtained demonstrate that nowadays consumers are widely influenced by adverts and sponsors online and they are encouraged to purchase after having been involved in an online social network campaign for a considerable period of time, and they create a strong and trustful relationship with the brand. Customers in the sample suggest the Champion update online marketing strategies as its competitors have done, to improve brand recognition and awareness. For this reason, after having analysed the results obtained from the research, a proposal for a social network marketing strategy for the company has been elaborated, considering all variables and additional costs of the operation in order to provide to the company a hypothetical strategy forecasting positive results.
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