Social Brand Value社会化品牌价值

SOCIAL BRAND VALUE

brand value through social interaction -

the Germany ranking 2009

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The pursuit of community is one of the most basic desires of mankind. Eversince people have craved for the security and orientation of communities. However in the 19th and 20th century, industrialization led to an anonymization of our daily living- and working-environment. Similarly, as traditional communities were on the decline, brands took an ever more important role in the pursuit of personal identity-construc-tion projects of consumers.Recently, mainly due to the rapid diffusion of digital techno-logies, a re-emergence of the community can be observed in the context of consumption practices. These communities are, contrary to their ancient counterparts, based on shared passions and interests of consumers. Never has it been so easy to identify like-minded people and exchange thoughts and ideas about shared interests than it is nowadays.This craving for community is the chief misery of every man individually and all humanity from the beginning of time.fyodor M. Dostoyevsky, 1881

Successful marketing leads to unique customer benefits. Given the altered behavioural patterns of consumers, mar-keting needs a fresh perspective that takes into account the dynamic development regarding communities. Marketing thinking and practice used to be dominated by product spe-cifications, advertising messages and one-sided top-down communication. Today a brand cannot create true added value without taking social structures into account. The value of a brand seems to be less and less based on product charac-teristics, but rather on the benefits a brand provides in daily usage situations and its relation to others. The Harley David-

son Owners Group (HOG) with over one million members is only one example of how a brand creates value beyond the product.

customer

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community

focus Community-Orientation of Marketing

Although the success of a brand has always been based on social acceptance and social exchange within communities, it has never been easier to facilitate this dialogue among consumers than in the digital world of today. Consider micro-blogging sites, social networks or business communities. what all these platforms and tools have in common is, that they all focus on the individual consumer and his or her con-nections. This development is not limited to the digital world. Also in the offline world, consumer communities seem to re-emerge. In the case of Tupperware consumer communities are even an crucial aspect of the brand´s business model.The traditional benefits of a brand, however, are not lapsing. what has changed though, is that brands are not under total control of companies anymore. Trust in other commu-nity members for instance is already higher than the trust in brands among consumer. Also the information and orienta-tion benefits of a brand are increasingly created by the com-munity and its members. “The brand in the user’s hand” thus is not a temporary hype but rather an increasingly important aspect of successful brand management. Just as differenti-ation on the basis of product specifications becomes incre-asingly difficult, facilitating and managing communication among customer groups becomes increasingly important. The consumer as a trustful believer of advertising messages is dying out.Changing Benefits of a Brand

Social Brand Value

The Social Brand Value occurs at the interface between the

consumer and the brand. The Social Brand Value is the value,

which is based on the interactions between users of a certain

brand. Today successful brand management is impossible wi-

Relevance of a Social

Monetary brand valuation approaches focus primarily on the

The structure of Social Brand Value The Social Brand Value study examines both big, commer-cially successful brands and strong community brands (par-ticularly online). To calculate the Social Brand Value the five dimensions informational value, affiliation value, brand evan-gelism, conversational value and identity value were opera-tionalized into 28 items in total. These items were surveyed through an representative online survey.The results: Apple comes out ahead of all examined brands in the Social Brand Value study, followed by StudiVZ (biggest German social network) and Google. Established powerhouse brands such as Coca-Cola or McDonalds find themselves at the bottom of the ranking. Although many of the legacyb-rands possess a high mo …… 此处隐藏：12943字，全部文档内容请下载后查看。喜欢就下载吧 ……