Content marketing w budowaniu wizerunku marki w sieci. Studium przypadku
Content marketing in building brand image on the internet. Case study

Summary/Abstract: The aim of the paper is to determine the place and significance of the content marketing in building the right brand image on the internet. The following thesis was taken into consideration: in the days of IT development the decisive role in building the right brand image on the internet is played by methodical publishing of attractive and useful content as a manifestation of content marketing of the brand. Starting from the definition, the instruments and the strategy of applying the content marketing, the following concepts were described: the brand image and fundaments of its building. The theoretical deliberations were supported by the results of the author's own research based on the study case method. In the consequence, the comprehensive application of the varied forms of content marketing on the internet for the Orange brand was presented in the paper. They enhance the unique image of the researched brand, contribute to community building and to bring measurable results in such a competitive branch as the cellular communications is.

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