CHAPTER 2

The Importance of Social Media Branding

In this chapter we are going to explore the importance of social media branding. This is going to cover a range of different topics that just tend to highlight issues and trends. We will start with the new definition of a brand as app in social media. This will then help us to the next stage of understanding: what is a social media community and how is it transforming branding into the social media brand? As part of that transformation I am then going to conclude the discussion by focusing on two important issues; functional vs. emotional branding and the brand as a collective.

Brand as App

In 1980, Alvin Toffler forecast that electronic cottages would dramatically change society, challenging ...

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