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2009•Journal of Shijiazhuang of University of EconomicsRequires access

The Management of Brand Equity under Internet Media Environment

Ying Jian

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Abstract

As a new communications platform,Internet media is putting powerful impact on people′s consumption concepts and patterns,thus businesses will be confronted with unprecedented challenges in building brand equity.Based on the analysis of the characteristics of Internet media environment,this paper discusses a dynamic process and some specific tactics of building brand equity under the Internet media environment.

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What this paper is about

As a new communications platform,Internet media is putting powerful impact on people′s consumption concepts and patterns,thus businesses will be confronted with unprecedented challenges in building brand equity.Based on the analysis of the characteristics of Internet media environment,this paper discusses a dynamic process and some specific tactics of building brand equity under the Internet media environment.

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Available abstract

As a new communications platform,Internet media is putting powerful impact on people′s consumption concepts and patterns,thus businesses will be confronted with unprecedented challenges in building brand equity.Based on the analysis of the characteristics of Internet media environment,this paper discusses a dynamic process and some specific tactics of building brand equity under the Internet media environment.

Key concepts: Brand equity, The Internet, Business, Advertising, Equity (law), Process (computing), Marketing, Computer science

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