This paper presents the role of viral marketing in building brand equity. There are many well known theories that are generally accepted regarding brand equity. Although these theories are quite old, they are still used in academic research. According to Keller (1993:39): “Brand equity is defined in terms of the marketing effects uniquely attributable to the brand”. Aaker elaborated the brand equity dimensions, however, his theories do not explain what the direct causes of brand equity are.
The present study is based on the existing theories on brand equity and viral marketing and provides new insights developed for the football players. There are limited research and theories on this case. The focus of the study will be on brand equity which is developed when the consumer knows the brand. The other dimensions of brand equity such as brand loyalty and perceived quality are created when the consumers know the brand. The present thesis, in particular, does not focus on the effects of brand equity but it is mostly concerned with brand awareness. This applies in case of football players and consequently, it results in a deeper comprehension on how important brand awareness is for the development of brand equity.
The present thesis focuses on a relatively new topic which is word-of-mouth through the Internet, in other words, viral marketing. Although, in recent years, there are many studies on viral marketing, however, there is little known on how effective viral marketing is and the extent on which it influences the actual behavior of the consumer. This thesis will provide a better understanding on the extent of viral marketing effectiveness on brand awareness and equity which will help in explaining if viral marketing is a useful tool to use to develop brand awareness which in its turn will result in brand equity.
All relevant marketing theories regarding viral marketing and brand equity are used as a theoretical reference when the football players branding practices are being assessed and explained. Developing a real brand is important for a football player to continue his business career when his athletic career ends.
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.
Frequently Asked Questions
What is the role of viral marketing in building brand equity?
Viral marketing serves as a powerful tool to increase brand awareness rapidly, which is the foundational dimension of building overall brand equity.
How does brand awareness affect football players?
For athletes like Messi or Ronaldo, high brand awareness through social media ensures long-term commercial success even after their athletic careers end.
What is the difference between active and frictionless viral marketing?
Active viral marketing requires the user to actively send the message, while frictionless viral marketing occurs automatically through the use of a service (e.g., social media tags).
How do social media platforms like Facebook support branding for athletes?
Social media allows for direct interaction with fans and the rapid spread of content through sensory stimuli and word-of-mouth, enhancing perceived quality and brand image.
What are the key components of a viral marketing strategy?
Key components include identifying opinion makers (e-fluentials), creating a message that transforms into a "virus," and choosing between high or low integration strategies.
What can be learned from the case studies of Beckham, Messi, and Ronaldo?
The case studies illustrate how consistent viral communication and social media implementation can turn an individual athlete into a globally recognized and valuable brand.
- Quote paper
- Fotini Mastroianni (Author), 2014, The role of viral advertising in brand equity building, Munich, GRIN Verlag, https://www.grin.com/document/355384
