Master Thesis
Social Brand Value
Measuring Brand Equity inSocial Media
by
Daniel Baur
Forren 549056 GaisTel. +41 (0) 76 /499 81 04Student No.: 04-206-389
supervised by
Prof. Dr. Dirk MorschettChair for International Management – Liebherr/Richemont Endowed Chair Fribourg, 13. August 2010
To Kate, Charly and Julia
Table of Contents I
Table of Contents
List of Abbreviations......................................................................V1. Introduction................................................................................1
1.1. A New Media Behavior ...............................................................................11.2. Brand Equity Measurement .......................................................................21.3. Social Brand Ranking.................................................................................31.4. Design and Limitations of the Thesis.......................................................3
2. The Web 2.0 and Social Media .................................................5
2.1. Web 2.0, Social Web and Social Media.....................................................5
2.1.1. Web 2.0.............................................................................................52.1.2. Social Web ........................................................................................72.1.3. Social Media......................................................................................7
2.2.Using Social Media for Brand Management................................................8
2.2.1. The New Rules of Communicating in a Digital Market......................82.2.1.1. n:n – Changing the Communication Pattern........................82.2.1.2. Marketing in Virtual Consumer Networks..........................102.2.1.3. Social Consumer Networks...............................................112.2.1.4. Electronic Word of Mouth..................................................122.2.2. User Control and Participation.........................................................132.2.2.1. The Social Consideration Cycle .........................................132.2.2.2. Permission Marketing and Privacy Regulations.................152.2.2.3. From Push to Pull...............................................................162.2.3. Velocity and Disintermediation........................................................172.2.4. “The Long Tail” of Marketing ...........................................................172.2.5. Better Measurability.........................................................................19
2.3.Facts and Figures of the Social Web.........................................................20
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