Developing Brand Assets with Wireless Devices

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.