Online Presence of Brands in Product Protective Branding
Online Presence of Brands in Product Protective Branding
Author(s): Eva Pitrunová, Michal StoklasaSubject(s): Business Economy / Management, Theory of Communication, Social Informatics, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Brand; Online Presence; Product Protective Branding; Regional Brand;
Summary/Abstract: The main goal of this article is to describe the online presence of selected brands. We can clearly see how different product protective brands are and we want to know how they communicate online with their audiences in terms of channels and keywords used. The aim will be fulfilled through literature review to understand the theoretical basis of our researched phenomena and mainly through content analysis. Data will be obtained through non-participated structured observation of channels, keywords and content. Our sample contains 10 Czech brands, out of which 2 are consumer brands, 2 national regional brands and 6 local regional brands. Our research has shown how underutilized the communication channels are, which keywords the brands use and what is the quality of their communication. We also discuss, what our findings mean.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 499-515
- Page Count: 17
- Language: English