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Opportunities for Increasing Brand Equity by Managing Its Social Media Communications

Author

Listed:
  • Mariana Murzova

    (Technical University of Varna, Bulgaria)

Abstract

Proper management of brand value components is an essential part of building this intangible asset and thus forming protective barriers to competitors and improving its status. In this regard, increasing brand equity should be the main marketing goal of each company. Its achievement goes through building favorable associations and forming positive feelings among target customers. Digital marketing communications are the easiest, fastest and most effective tool for this.

Suggested Citation

  • Mariana Murzova, 2024. "Opportunities for Increasing Brand Equity by Managing Its Social Media Communications," Nauchni trudove, University of National and World Economy, Sofia, Bulgaria, issue 4, pages 119–130-1, December.
    • Handle: RePEc:nwe:natrud:y:2024:i:4:p:119-130
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    File URL: https://unwe-research-papers.org/bg/journalissues/article/11592
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    More about this item

    Keywords

    brand; brand equity; marketing communications; social media;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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