User Generated Branding

Download or read book User Generated Branding written by Christoph Burmann and published by LIT Verlag Münster. This book was released on 2008 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.