TY - JOUR
TI - Branding in Search Engines - Opportunities and Threats
AU - Sanak-Kosmowska, Katarzyna
TI - Branding in Search Engines - Opportunities and Threats
AB - 
	Brand and its capital are now one of the company’s most important intangible assets. A strong, well-positioned brand stands out against others and therefore improves competitive advantage. Web search engines are commonly used to review brand reviews and this find information in them to significantly shape the reputation of the product or service. The article attempts to identify the opportunities and threats of using image positioning, and hence the search engine reputation (SERM). To achieve the research objective, the case study method was applied. The article argues for the need to manage the reputation of a company on the Web, showing in this context the specificity of search engines.
VL - 2018
IS - Tom 6, Numer 1
PY - 2018
C1 - 2354-0214
SP - 1
EP - 8
DO - 10.4467/23540214ZM.18.001.9023
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/branding-in-search-engines-opportunities-and-threats
KW - brand
KW - strong brand
KW - brand reputation
KW - SERM
KW - Internet search engines