ONLINE PRESENCE OF BRANDS IN PRODUCT PROTECTIVE BRANDING
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The main goal of this article is to describe the online presence of selected brands. We can clearly see how different product protective brands are and we want to know how they communicate online with their audiences in terms of channels and keywords used. The aim will be fulfilled through literature review to understand the theoretical basis of our researched phenomena and mainly through content analysis. Data will be obtained through non-participated structured observation of channels, keywords and content. Our sample contains 10 Czech brands, out of which 2 are consumer brands, 2 national regional brands and 6 local regional brands. Our research has shown how underutilized the communication channels are, which keywords the brands use and what is the quality of their communication. We also discuss, what our findings mean.
Authors and Affiliations
Michal Stoklasa, Eva Pitrunová
Keywords
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