Brand and Social Web

Abstract

Brands have become an indispensable element in distinguishing between the products of different companies, reflecting their personalities and finding their correct positioning. Furthermore, over the years, the importance of brands has increased to such a degree that they have come to be an instrument that fits alongside important dimensions such as functional, emotional, relational or strategic. Therefore, it is evident that the creation of a fitting brand strategy that defines and encapsulates the brand equity is essential to gain a sustainable competitive advantage.