Postgraduate student of the Marketing and Advertising Department of Kyiv National University of Trade and Economics
SOCIAL CAPITAL OF А BRAND
Background. Expansion of personal communication capabilities transforms a person from an object to a subject of communication interaction with a product manufacturer (brand). Today, every person has the opportunity to massively spread his impressions of interaction with the brand, thereby actively influencing both the brand itself and the economy of its owner.
The aim of the study is to improve understanding of the"social capital" concept and to determine the possibilities of its application in business, namely, the role of the social capital in brand development.
Materials and methods. In the course of the research, the works of scientists, articles in business publications and publications with statistical reporting of commercial enterprises were used. The research was conducted on the basis of commonly used methods: abstraction, analysis and synthesis, induction and deduction.
Results. The changes in the global information landscape, in particular the reduction of the relative amount of brand information compared to the total volume of the global information space and possible scenarios for the development of media brand strategies in this context have been researched.
The role of social capital as a resource for improving the effectiveness of communication actions of the brand has been revealed. It has been found that in the global information space, the amount of information from brands (including advertising) is steadily increasing, but the growth rate is not enough to maintain the ratio of "information from brands" to "information from consumers", which existed 10–15 years ago. It has been identified that leading brands are actively looking for other opportunities to attract the attention of consumers than the quantitative increase in the presence of information space.
Conclusion. It has been established that the extensive way of increasing the number of paid informational messages loses its effectiveness, and the way of constructing direct communications based on the social and reputational capital of the brand is promising.
Author's definition of forms of social capital is proposed and the essence of social capital in the context of brand management is defined.
Keywords: social capital, reputation, reputation management, brand, branding.
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