Developing Brand Assets with Wireless Devices

Developing Brand Assets with Wireless Devices

Jari H. Helenius (Swedish School of Economics and Business Administration, Finland) and Veronica Liljander (Swedish School of Economics and Business Administration, Finland)
Copyright: © 2005 |Pages: 18
DOI: 10.4018/978-1-59140-321-0.ch010
OnDemand PDF Download:
$30.00
List Price: $37.50

Abstract

Advancements of the wired Internet and mobile telecommunications offer companies new opportunities for branding but also create a need to develop the literature to incorporate the new communication channels. This chapter focuses on the mobile channel and how mobile phones can be used in branding activities. Based on a literature review and practical examples, the chapter discusses how brand managers can utilize the mobile channel to strengthen brand assets. Four mobile branding (m-branding) techniques are proposed and their impact on brand assets discussed. Managerial implications and suggestions for further research are provided.

Complete Chapter List

Search this Book:
Reset