Essay from the year 2011 in the subject Communications - Public
Relations, Advertising, Marketing, Social Media, grade: 1.2,
Central Queensland University, course: Creative Arts
Administration, language: English, comment: Grade has been
converted from Australia (28/30) to German (1.2), abstract: The
American Marketing Association (AMA) defines a brand as a 'name,
term, sign, symbol or design' intended to identify and
differentiate them from competitors (Lake, N/A). Walter Landor, one
of the greats of the advertising industry, said "simply put, a
brand is a promise. By identifying and authenticating a product or
service it delivers a pledge of satisfaction and quality" (Nelson,
2008). Bates (N/A) believes that the best definition is that a
'brand is a collection of perceptions in the mind of the consumer'.
This definition clearly distinguishes that a brand is very
different from a product or service. A brand is intangible and
exists in the mind of the consumer (Bates, N/A). Social media has
turned the ways in which the brand interacts with the customer on
its head. With close to 2 billion internet users worldwide, 126
million blogs, 12 billion videos viewed per month in the US alone,
(Thomas, 2009), 2 billion tweets on Twitter per month and 500
million people on Facebook (Van Grove, 2010), the face of the
consumer may remain essentially the same but the way in which they
interact with brands has changed dramatically. It seems brands are
now impacted by the creative arts, the ones more specifically known
as social media sites, blogging and user-content creation leading
to direct consumer participation in the modification of brand
identity. The creative arts and technology have allowed the
consumer to have their say heard by an audience, to rapidly share
information and empowered brand-users to gain control over how a
brand is perceived, their reputation, product quality control and
even direction. Amidst the impact of these creative arts, brands
now ignore their c
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