The usage of alternative media in brand management

Social media, which has entered the world of communication along with web 2.0 technology, has presented immense opportunities for brands by securing a transfer from mono- directional communication to multi-directional communication. Social media has enabled the foundation of a strong bond between the consumer and the brand by involving the consumer in the process of brand communication. Under the auspices of this bond that has been realized through inter-active communication, the consumer is believed to establish a feeling of loyalty and protection for the brand. Making use of social media is quite important for brands since the target of brand administration is settling the product in the mind of the consumer, creating a brand awareness in the first place and then establishing a loyalty for the brand. Nowadays, no matter how big a brand is, its success is evaluated with regard to the proper usage of social media. Therefore, brand managers should develop appropriate strategies to make use of social media in a way to serve the realization of the targets of the brand and should spare a considerable area for social media in their media plans. In the light of what has been stated so far, the aim of the thesis is to define the function of social media in the process of brand administration and to determine the advantages it brings to the brand. Furthermore, at a time during when competition is felt very strongly and when social media has gained great importance, the thesis will focus on explaining how the brands use social media in the process of brand management. In the first and second parts of the thesis, the scientific foundation which will support the above mentioned targets, has been established with quotations from related literature. In the first part, the concept of brand and the process of brand management have been defined. In the second part, the usage of alternative media and social media has been examined. And in the third part, the usage of alternative media and especially social media in brand management has been explained through a specific example. The "Doritos Academy" campaign of the brand Doritos has been thoroughly examined. Research results that have been obtained via social media accounts have found their place in this examination which aims at presenting how this specific brand uses social media in the process of brand management. Keywords: Brand, brand strategies, brand management, advertisement, advertising, alternative media, social media