IDEAS home Printed from https://ideas.repec.org/a/zbw/espost/103304.html
   My bibliography  Save this article

Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media

Author

Listed:
  • Fähnle, Sabrina
  • Teichmann, Julia
  • Pätzmann, Jens U.

Abstract

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the premium-image. Besides the possibility to create dialogues with customers especially the high credibility of partly user generated content can be identified as an advantage and at the same time threat for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are suggested.

Suggested Citation

  • Fähnle, Sabrina & Teichmann, Julia & Pätzmann, Jens U., 2012. "Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, issue 1/2012, pages 13-23.
  • Handle: RePEc:zbw:espost:103304
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/103304/1/digital_brand_management_faehnle_teichmann_paetzmann.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Premium; Hugo Boss; Bekleidung; Social Media; Social-Media-Marketing; Online-Marketin; Markenführung; Branding; Brand Management; Marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:espost:103304. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.