The Digital Era Effect on Brand Image and Brand Communication: The Coca-Cola Case Studies
Şu kitabın bölümü:
Gezgin,
U.
B.
(ed.)
2023.
İletişim Bilimlerinde Son Yaklaşımlar.
Özet
The present article comprehensively discusses brand image and its role in advertising. The introduction explains the definition of brand image and its importance for companies and brands. In addition, the role of social networks in building brand image in the changing and transforming digital age is explored. Then, the impact of digital advertising on brand image is discussed and the role of digital media and experiential marketing in the success of creating a positive brand image is explained by analyzing the case studies of the "Share a Coke" advertising campaign of the Coca-Cola brand and another local campaign in Turkey, "Bir Başkayız Biz". Finally, some specific effects of these campaigns on Coca-Cola's brand image are explored.
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