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Modern Management Review (dawna nazwa: Zarządzanie i Marketing)

Modern Management Review
(dawna nazwa: Zarządzanie i Marketing)
22 (4/2015), DOI: 10.7862/rz.2015.mmr.56

E-BRANDING vs. TRADITIONAL BRANDING

Mateusz GRZESIAK
Submitted by: Paweł Perz

DOI: 10.7862/rz.2015.mmr.56

Abstract

Television, radio and press for many years reigned supreme in the marketing market,
and made it possible to reach out effectively to a wide audience. However, we are now observing
a decreasing effectiveness of traditional forms of brand communication (communication
through TV, in the press, on the radio or by the use of outdoor advertising). Young
audiences - representatives of generations Y and Z - expect a completely different message
from their parents or grandparents. They require a message to be as interactive as possible,
as well as personalized, and they have much less trust in traditional forms of advertising.
This all means that the importance of e-branding is constantly growing. The objective of
this article is to describe the traditional ways of creating brands and of brand management,
and to compare them with e-branding, taking into account the characteristics of forms as
well as the most common distribution channels and ways of formulating messages. Traditional
branding and e-branding are here discussed while remaining in the context of purchase
choices, made by representatives of specific generations. Moreover, the article points
to important differences in both described forms of brand creation, as well as - based on the
newest examples of image campaigns and advertising for household names proves ebranding
to have greater effectiveness in the contemporary world. This is happening because
e-branding gives far greater possibilities of establishing personal rapports with customers,
which is of great significance; but what is even more essential, as those from generation
Z expect fully personalized announcements, this will start to dominate the market.

Full text (pdf)

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About this Article

TITLE:
E-BRANDING vs. TRADITIONAL BRANDING

AUTHORS:
Mateusz GRZESIAK

AUTHORS AFFILIATIONS:
PhD student in the Department of Consumer Behaviour Research, Institute of Management,Warsaw School of Economics

SUBMITTED BY:
Paweł Perz

JOURNAL:
Modern Management Review
22 (4/2015)

KEY WORDS AND PHRASES:
branding, e-branding, traditional branding, brand awareness, creating a brand

FULL TEXT:
http://doi.prz.edu.pl/pl/pdf/zim/208

DOI:
10.7862/rz.2015.mmr.56

URL:
http://dx.doi.org/10.7862/rz.2015.mmr.56

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