Social Branding: Online Presence as an Identity Expression
Arthur Henrique de Oliveira Silva

Abstract
Brands have been attentive, willing and quick to occupy the digital interaction spaces that appear each day. However, when a brand’s behavior is not aligned to the way it is perceived by society it might result confusing, incoherent and seriously fragile identity. It relies on branding to warrant coherency among all the brand discursive acts, which includes its offline presence and its active and passive online presence in order to validate the brand identity and to mark its territory in the concurred space of advertisement communication.

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