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Will social media kill branding?
Journal article   Peer reviewed

Will social media kill branding?

Chiranjeev Kohli, Rajneesh Suri and Anuj Kapoor
Business horizons, v 58(1), pp 35-44
Jan 2015
DOI: https://doi.org/10.1016/j.bushor.2014.08.004

Abstract

Brand management Branding Future of brands Social media
The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled communications in hopes of creating dominant brands that could be leveraged to cultivate loyalty and a long-term, steady stream of profits. However, social media can drastically alter consumers’ behavior and their brand preferences. This rapidly evolving landscape has left managers at a loss, and what they are experiencing is likely the beginning of a tectonic shift in the way brands are managed. In this article, we take a close look at the building blocks of branding and also examine the core of social media. After careful analysis of the two, we discuss the likely impact social media will have on the practice of brand management. We conclude that it will extend beyond the narrow confines of the use of social media as a message platform, to the core of how markets are targeted and products are delivered. We make recommendations regarding how companies can manage various facets of branding in this new marketplace.

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78 citations in Web of Science
115 citations in Scopus

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Domestic collaboration
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Business
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