The role of viral advertising in brand equity building

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

Research Objectives & Topics

This thesis investigates the role of viral marketing in building brand equity, specifically focusing on the application of these strategies by world-famous football players (Beckham, Messi, and Ronaldo) on Facebook. The primary goal is to determine whether viral marketing is an effective tool for enhancing brand awareness and personal brand equity for professional athletes in the digital age.

• Theoretical foundations of brand equity and viral marketing strategies.
• Evaluation of social media and Facebook as platforms for athlete promotion.
• Analysis of key success factors in viral content creation.
• Case study assessment of three global football icons’ digital branding practices.

Excerpt from the Book

Chapter Summaries

1.0 Brand Equity: Explores fundamental definitions and models (Aaker, Keller) of brand equity, identifying core dimensions like loyalty, awareness, and perceived quality as essential for business success.

2.0 Viral Marketing: Defines viral marketing and its strategies, including active and frictionless approaches, while discussing communication goals, target groups, and the inherent risks of this marketing medium.

3.0 Marketing and Social Media – Implementation of a marketing strategy: Examines how social media and specifically Facebook function as critical platforms for brand building and customer interaction in the contemporary digital environment.

4.0 Research – Case studies: Outlines the qualitative methodology used to investigate the Facebook presence of Beckham, Messi, and Ronaldo, assessing how their posts serve as viral marketing instruments.

5.0 Discussion: Analyzes the evolving role of football players as global brands, suggesting that modern athletes must master digital communication rules to ensure long-term brand equity beyond their playing careers.

6.0 Recommendations: Suggests that future research should focus on the varying effectiveness of viral campaigns across different conditions and clarify whether negative publicity can ever yield positive outcomes for sports brands.

Keywords

Brand equity, Brand awareness, Viral marketing, Football players, Social media, Facebook, Word-of-mouth, Marketing strategy, Personal branding, Consumer behavior, Digital communication, Case study, Brand image, Online engagement, Publicity.

Frequently Asked Questions

What is the central focus of this research?

This research focuses on the role of viral marketing in building brand equity for professional football players, specifically investigating how they leverage social media to enhance their personal brand.

What are the primary themes discussed in this work?

The central themes include the theoretical framework of brand equity, the mechanics and strategies of viral marketing, the implementation of social media marketing, and the qualitative analysis of digital branding by professional athletes.

What is the main research objective?

The objective is to record and assess the effectiveness of the personal brand promotion of Beckham, Messi, and Ronaldo on Facebook, and to evaluate if viral marketing significantly contributes to increasing their brand awareness and equity.

Which scientific methodology is employed?

The research utilizes a qualitative case study methodology, involving observation and content analysis of the football players' public Facebook posts during September 2013.

What topics are covered in the main body?

The main body covers definitions and models of brand equity, the history and types of viral marketing, strategies for successful viral communication, and an analysis of how social media tools like Facebook are used for athlete reputation management.

Which keywords best characterize this study?

The key concepts include brand equity, viral marketing, football players, social media, Facebook, word-of-mouth, and personal branding.

How does the author define brand equity for football players?

The author considers it as the added value derived from a player's image, which allows them to maintain popularity and business opportunities even after their athletic career concludes.

What is the conclusion regarding the use of humor in viral marketing?

The author notes that while humor was a buzzword, it is now a double-edged sword; modern, sophisticated users prefer original and relatable content rather than simple "shock-value" advertisements.

Why are Beckham, Messi, and Ronaldo used as case studies?

They are selected because they are global icons who represent major brands, making them ideal subjects to analyze how modern communication rules and viral strategies are applied at the highest level of professional sports.