Literature Review

SR. TITLE AU DESCRIPTION OUTCOME RECOMMENDATION

NO TH
ORS

1 Social Holly Businesses are Studies could Social Media opens up a

Media realizing the need look into both whole new world for small
Paqu
as a to create their own the positive retailers by providing an
Marketi ette brand presences and negative endless array of potential
ng Tool on social media long-term interactions with consumers,
not only to control effects of social which is the main reason
media
some of their why there is a need for an
marketing on a
brand marketing increase in studies
small firm.
but also to stay Small retailers examining the impact of this
informed and keep have a smaller new phenomenon on small
track of the budget and retailers.
consumer- tighter
generated content constraints yet
surrounding their provide more
brand. personal
retailing,
therefore a
study
examining how
various aspects
factor into a
small store’s
social media
tactics would
be beneficial.
2 brand Kapf Kapferer's book The book The book provides practical
manage "The New Strategic emphasizes advice for marketers and
erer
ment Brand the importance brand managers on how to
and (201 Management" of creating a build and manage successful
strategy provides a strong brand brands in today's
2) identityin order
develop comprehensive competitive landscape. This
to differentiate
ment overview of brand includes a focus on creating
a product or
management and a brand personality that
service in the
strategy marketplace. resonates with customers,
development in The author investing in brand awareness
the current also highlights and building brand equity
business the need for over time. The author also
landscape. The companies to highlights the importance of
book covers key align their staying true to a brand's core
topics such as the brand strategy values and avoiding the
role of branding in with their temptation to focus solely
creating customer overall on short-term sales.
loyalty, brand business
strategy and to
equity
continuously
measurement,
monitor and
brand architecture,
adapt their
and brand strategies in
extension response to
strategies. changing
market
conditions.
3 "Buildin Davi "Building Strong The book The book provides a wealth
g Strong d Brands" is a classic emphasizes of practical advice for brand
Brands" Aake text on brand the managers, including
r management, first importance of guidance on developing a
published in 1996 creating a brand architecture that can
and now in its strong brand accommodate future brand
fourth edition. The identity that extensions and managing
book provides a connects with brand portfolios. The author
comprehensive customers on also emphasizes the need to
framework for an emotional develop strong relationships
building strong level. The with customers and to
brands, including author monitor brand performance
the creation of highlights the over time to ensure that the
brand identity, need for a brand remains relevant and
positioning, and clearly resonant over the long term.
communication defined brand
strategies. positioning
that
differentiates
a product or
service from
competitors,
as well as
effective
communicatio
n strategies
that build
brand
awareness
and reinforce
brand values
over time.

The book The book provides practical

"The Brand Gap" is emphasizes advice for marketers and
a succinct and the brand managers on how to
highly readable importance of build a strong brand
book that provides creating a personality by focusing on
a fresh perspective strong brand key elements such as brand
on brand personality values, tone of voice, and
management. The that connects visual identity. The author
author argues that with also emphasizes the
many companies customers on importance of engaging with
struggle to an emotional customers and building
differentiate their level. The relationships over time in
products or author argues order to create a loyal
services because that, in order customer base that will
they focus too to stand out support the brand over the
much on product in a crowded long term.
features and not marketplace,
enough on brand companies
personality. need to
create a
unique brand
promise that
delivers a
clear and
compelling
message to
customers.
"Building Strong
Brands" is a classic
text on brand
management, first
published in 1996
and now in its
fourth edition. The
book provides a
comprehensive
framework for
building strong
brands, including
the creation of
brand identity,
positioning, and
communication
strategies.

The Brand Gap" is

a succinct and
highly readable
book that provides
a fresh perspective
on brand
management. The
author argues that
many companies
struggle to
differentiate their
products or
services because
they focus too
much on product
features and
noenough on
brand personality.