Ο ρόλος των μέσων κοινωνικής δικτύωσης στη διαμόρφωση της αξίας της επωνυμίας (brand) εταιρειών
Brand equity and the role of social media
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Keywords
Brand equity ; Βranding ; Social media ; Communication ; Μέσα κοινωνικής δικτύωσηςAbstract
This paper deals with the concept of Brand Equity and the role of social media in promoting the value of modern business. Reference will be made to the factors that shape Brand Equity depending on the characteristics of the company, the products and the market. In addition, there will be an in-depth analysis of the ways a brand can keep up with the ever-changing and evolving data. There will also be a connection of the strategy followed by the company in order to include Brand Equity and how these are connected to the introduction of innovation, communication inside and outside the company, awareness and its value. Then there will be a study of the social media available on the internet to be used by businesses in the best possible way and what are the benefits and weaknesses associated with the use of these media. Finally, the case of the chain of Starbucks coffee shops will be analyzed and how it benefits and exploits to its advantage the available online means of communication.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
86Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα