New challenges for Brand Management
Before the Internet, e-mail, and more recently, websites like You Tube and Google Video, viral marketing didn’t have the strength it has today. Consumers didn’t almost participate in brand image building. At present, consumers may have an enormous influence on it.
The videos of Diet Coke and Mentos are an example of this trend. There are thousands of them in You Tube and Google Video and they are watched by millions and millions of people! We show here just one example. It is from the people of Eepybird, who seem to be the ones that did it more “professionally”. They even signed a contract with Google to share revenues.
The participation of consumers in the creation of brand image is a new challenge for brand managers. The case Diet Coke-Mentos shows the great power of viral marketing. If our company is going to be the main character of some “wave” of viral marketing, then the image of the company should be benefited by such a wave. Therefore, the company might have to intervene in viral marketing actions. Besides, these actions, if successful, have low cost compared to traditional advertising campaigns.
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