Brand stories that are carefully authored by mangers belong to the past. Anchoring a clear knowledge structure about a brand in consumers’ minds is more difficult than ever. These days, highly empowered customers share their own versions of brand stories throughout social networks with an enormous speed and reach thereby overtaking brand control. As a result, brand managers are challenged to integrate consumer-generated brand stories into their own marketing communication mix to create appealing brand stories – similar to improvisation theatre. Some brands have already shown that leveraged consumer input positively affects firm performance. How does the successful coordination of user- and company-generated brand stories look like to unfold its persuasive power?
Within our special issue on “Social Media and Marketing” that has recently been published in the Journal of Interactive Marketing, Gensler et al. (2013) pay considerable attention to research related to brand management in social media. First of all, the authors present a framework to illustrate the impact of social media on brand management. In the following, the framework is used to organize literature fragments and to identify an agenda for further research related to the issue in question. Three topics receive considerable attention and are further subdivided: (1) Consumers as pivotal authors of brand stories, (2) Networks of consumers and brands as a result of consumer-generated brand stories, (3) The coordination of brand stories.
For all those who want to update themselves on “Brand Management in Social Media” this article is a must-read:
- Genser, Sonja, Franziska Völkner, Yuping Liu-Thompkins, Caroline Wiertz (2013):
» “Managing Brands in the Social Media Environment”,
Journal of Interactive Marketing – Special Issue Social Media, 27, 270-280.