Online brand management and a case study

Branding is being more and more important in developing world. There are several definitions in literature to describe the term of branding. In general, brand which can be name, symbol, and sign is a term that helps to differentiate particular product/service from others. After 1950s, brand management has been starting to be critical issues for companies. Nowadays, brand management is evaluated as important process for all functions of a company such as corporate communications, public relationships, marketing, human resources rather than only for marketing department like in the past. Especially, after 2000, brand management has been indispensable for companies in order to manage brand reputation and market position. Developing technologies affect everything in people's daily life, and brand management is also affected by new technological movements. Thus, brand management activities of companies are moving through online platforms. In 1994, the first e-commerce operation started this process, then, the process has proceeded to grow rapidly. Globalization and emerging of the internet made the world and market smaller; thus, all boundaries were disappeared and one single economical area was consisted. Moreover, development and spreading of Web 2.0 technology and social media platforms facilitated that brands moved their reputation management, communication, and public relationships activities into the online environment.