The role of viral advertising in brand equity building

Inhaltsverzeichnis (Table of Contents)

• Introduction
• 1.0 Brand Equity
  • 1.1 Brand Equity - Definition
  • 1.2 Aaker Model on Brand Equity
  • 1.3 Brand Loyalty
  • 1.4 Brand Awareness
  • 1.5 Brand Perceived Quality
  • 1.6 Sensory Stimuli and Perceived Quality
  • 1.7 Brand Association / Brand Image
  • 1.8 Other property brand assets
• 2.0 Viral Marketing
  • 2.1 Viral Marketing – Definition
  • 2.2 Types of Viral Marketing
    • 2.2.1 Active Viral Marketing
    • 2.2.2 Frictionless viral marketing
  • 2.3 The strategy of Viral Marketing
    • 2.3.1 Low integration strategy
    • 2.3.2 High integration strategy
    • 2.3.3 Key components of Viral Strategy
  • 2.4 Viral marketing communication
    • 2.4.1 Viral marketing goals
    • 2.4.2 Opinion makers
    • 2.4.3 E-fluentials
  • 2.5 Communication Strategy
  • 2.6 Message transformation into a virus
  • 2.7 Advantages and Disadvantages of Viral Marketing
  • 2.8 Viral marketing campaigns – evaluation of success
• 3.0 Marketing and Social Media – Implementation of a marketing strategy
  • 3.1 Marketing in Social Media
  • 3.2 Marketing Actions - Social Media
  • 3.3 Facebook Marketing
  • 3.4 Advertising in Facebook
    • 3.4.1 Disadvantages of advertising in Facebook
• 4.0 Research - Case studies
  • 4.1 Methodology
  • 4.2 Validity and Reliability of Case Study findings
  • 4.3 Case Studies - Beckham, Messi & Ronaldo
• 5.0 Discussion
• 6.0 Recommendations
• References

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper examines the role of viral marketing in building brand equity, particularly for football players. It delves into established brand equity theories, highlighting their limitations in explaining direct causes of brand equity. The research explores the effectiveness of viral marketing in fostering brand awareness and, consequently, building brand equity for athletes.

• Exploring the role of viral marketing in building brand equity for football players.
• Examining the relationship between brand awareness and brand equity.
• Analyzing the effectiveness of viral marketing strategies in achieving brand awareness.
• Investigating the impact of social media platforms, particularly Facebook, on viral marketing campaigns for athletes.
• Developing recommendations for football players and brands on leveraging viral marketing for successful brand equity building.

Zusammenfassung der Kapitel (Chapter Summaries)

The paper starts with an introduction that highlights the evolving role of advertising and the increasing importance of viral marketing. It then delves into the concept of brand equity, providing a definition and exploring various dimensions like brand awareness, perceived quality, and brand loyalty. The paper moves on to analyze viral marketing, exploring its types, strategies, and communication methods. It further discusses the implementation of social media marketing, focusing on Facebook and its impact on brand building. The research section presents case studies of prominent football players like Beckham, Messi, and Ronaldo, investigating how they leverage viral marketing to enhance their brand equity. The paper concludes with a discussion and recommendations for further research.

Schlüsselwörter (Keywords)

The main keywords and focus topics of this paper are: brand equity, brand awareness, viral marketing, football players, social media, Facebook marketing.