How Social Media Affects Brand Equity

This semester, I wrote a paper, examining how companies are currently using Social Media in their advertising and marketing strategies, versus how they should be using it to increase brand loyalty and increase brand equity.  The paper looks at two companies in the same industry: Whole Foods Market and Safeway.  One company uses Social Media as essentially another advertising outlet, while the other uses it create a dialogue with their consumers.

This is the executive summary of the paper I submitted.  For more information or for a full copy of the paper, please feel free to contact me.

Tags: advertising, brand loyalty, business, marketing, social-media