Social Media Strategies for Effective Brand Management

¹Ugwu Jovita Nnenna and ²Akwagiobe Richard Akpanke

¹Department of Publication and Extension Kampala International University Uganda

²Faculty of Law Kampala International University Uganda

ABSTRACT

In the digital age, social media has become a pivotal tool in brand management, shifting the focus from functional branding to intentional branding. This study explores how social media marketing strategies emphasize the creation of an Online Consumer Community (OCC), fostering consumer-brand relationships (CBR) that drive brand loyalty and consumer engagement. The research highlights the importance of understanding the role of social media in shaping brand perception and the need for businesses to adapt their branding strategies to harness the power of these platforms effectively. By examining various case studies and analyzing the evolution of brand management in the digital era, the study provides insights into the key components of successful social media strategies that prioritize brand identity, value, and community-building over traditional awareness and recognition approaches.

Keywords: Social Media Marketing, Brand Management, Intentional Branding, Functional Branding, Online Consumer Community (OCC).

CITATION: Ugwu Jovita Nnenna and Akwagiobe Richard Akpanke. Social Media Strategies for Effective Brand Management. Research Output Journal of Education, 2024 3(3):7-10.