The role of measuring the efficiency of marketing e-tool brand management

Building a brand nowadays is definitely different than 50 years ago. That time the founders positioned the brand and then spent a lot of money on its marketing in order to show it and to present the whole vision of the brand to the potential customers. Clearly - if the founders had enough money - they had no problem with building their own brand [2]. Nowadays, the branding process is completely different. In the era of open and common access to the Internet and a kind of “social media boom”, companies are not limited only by a good presentation of their products or services in advertising. They are constantly analyzed and evaluated by their current customers and gets feedback about themselves. Potential buyers are aware of the meaning of the quality of products as well as of the meaning of the general acceptance of the brand. Companies have lost their dominant position - limited to sending a clear advertising message and building recognition, the enterprises passed into a somewhat more passive position – they have become the subject of evaluation. This is very important in the case of small and medium-sized enterprises, in which the recognizable brand is a key success factor that ensures their survival.The aim of this paper is to show the effectiveness of e-marketing tools in building a brand on the market and a general presentation of the problem and its relation to important scientific or practical tasks. These recommendations can be a useful instrument for managing the development process in enterprises in the area of: (i) estimation of the value of a brand perceived as the connection between the customer and the company that respects consumer knowledge as the core of the brand's value; (ii) measuring the brand position of the company (a well-positioned company on the Internet as a chance of omnipresence with its customers).