Branding in Search Engines - Opportunities and Threats

Katarzyna Sanak-Kosmowska

Titles

Abstract

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.

Keywords

brand, strong brand, brand reputation, SERM, Internet search engines

References

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Information

Information: Media Management, 2018, Volume 6, Issue 1, pp. 1 - 8

DOI: https://doi.org/10.4467/23540214ZM.18.001.9023

Article type: Original article

Titles:

Polish:

Branding in Search Engines - Opportunities and Threats

English:

Branding in Search Engines - Opportunities and Threats

Authors

Katarzyna Sanak-Kosmowska

https://orcid.org/0000-0003-3701-8899

Kraków University of Economics, Kraków, Poland

Published at: 31.10.2018

Article status: Open

Licence: CC BY-NC-ND

Percentage share of authors:

Katarzyna Sanak-Kosmowska (Author) - 100%

Article corrections:

-

Publication languages:

English

View count: 1238

Number of downloads: 1027

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References

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Authors