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BRAND IMAGE IN SOCIAL MEDIA – AN OUTLINE
OF THE RESEARCH RELATED ISSUES
社会媒体中的品牌形象相关问题的研究
Abstract: Growing competition together with an increase in consumersrsquo; requirements result in some necessity for distinguishing a companyrsquo;s offer on the market. Foundations of the market success may be provided by the brand image. In the era of the Internet and popularisation of social media, companies have lost a major part of their control over their brand image that at present is a derivative of feedback and opinions obtained in social media. Therefore, companies are now facing some need to conduct related research into their brand image in the social media environment. This allows for identifying a process of selecting products by consumers, behaviours of consumers and their attitudes towards brands.
Key words: brand image, research methods, social media.
摘要：伴随着消费者需求的增加，不断增长的竞争导致区分公司在市场上的报价变得很有必要。市场成功的基础可以通过品牌形象提供。在互联网和社交媒体普及的时代，企业已经失去了他们对品牌形象的主要控制力，品牌形象已经变成了社交媒体获得的反馈和意见的衍生物。 因此，企业有必要针对社交媒体环境对其品牌形象进行一些相关的研究。 这将有助于分析了解消费者选择产品的过程，消费者的行为以及他们对品牌的态度。
关键词：品牌形象，研究方法，社交媒体
The most important challenges to be faced by contemporary companies include, inter alia, a constantly growing level of competitiveness on the market, an increase in customersrsquo; requirements and remarkable unpredictability of consumersrsquo; behaviours. These all result in some need to use more and more diversified tools that allow for distinguishing one brand in the group of competitors. One of the tools in question seems to be provided by brand image. However, development of social media including e.g. blogs, micro-blogs, Internet forums or social networking services makes brand creation and management of brand identity more and more difficult. Due to development of social media consumers have been given some platform of free exchange of information, opinions, experiences and ideas. Hence, as a result of the Internet global reach and possibilities to integrate activities undertaken, consumers have become more able to influence companies and determine companiesrsquo; development. That is why, it is possible to state that companies are now facing some challenge related to monitoring social media contents with much attention paid to answering questions who speaks about their brands, where they do that and how they speak about their brands. Moreover, research into brand image has got indispensible as well.
当代公司面临的最严峻的挑战有市场竞争的不断提高，客户需求增加以及消费者行为的显著不可预测性。这些都使得我们需要使用越来越多样化的工具来区分竞争对手中的一个品牌。在上述问题中，有一个工具是由品牌形象提供的。然而，社交媒体的发展包括例如博客，微博，互联网论坛或社交网络服务使品牌创建和品牌标识管理变得越来越困难。由于社交媒体的发展，消费者获得了一些自由交流信息，观点，经验和想法的平台。因此，由于互联网的全球影响力和整合活动的可能性，消费者已经越来越能够影响公司并确定公司的发展。这就是为什么我们可以说，公司现在面临着一些与监测社交媒体内容有关的挑战，他们非常重视回答提及他们品牌的问题，他们在哪里以及他们如何谈论他们的品牌。此外，对品牌形象的研究也不可或缺。
In the article its author undertakes some attempt to discuss methods that are used while researching brand image in social media with much emphasis put on the virtual ethnography method and content analyses.
在本文中，作者试图讨论在社交媒体中研究品牌形象时所使用的方法，重点放在虚拟民族志方法和内容分析上。
In the relevant literature, a brand is defined in numerous ways. According to the most frequently found definitions, a brand is a name, term, symbol, inscription, pattern or some combination of all the above elements. A brand is also a colour composition, melody or a conglomerate of all the above elements used to identify products of a given business and to distinguish such products in the group of competitive products (Altkorn, 2003; Michalski, 2004; Garbarski et al., 2001). However, some part of authors highlight that a brand is a much more complex notion that is frequently intangible because it functions predominantly on the emotional level. A brand consists of consumerrsquo;s past experiences, associations and future expectations (Dunn and Davis, 2004).
在相关文献中，品牌的定义有很多种。根据最常见的定义，品牌是名称，术语，符号，铭文，图案或上述所有元素的某种组合。品牌也是一种颜色组合，旋律或所有上述元素的组合，用于识别特定商业的产品，并在竞争产品组中区分这些产品（Altkorn，2003; Michalski，2004; Garbarski等人， 2001）。然而，一部分作者强调，品牌是一个非常复杂的概念，经常是无形的，因为它主要在情感层面上起作用。一个品牌由消费者过去的经验，关系和未来的期望组成（Dunn and Davis，2004）。
In almost all categories of products and services a brand of a product is an important element of an everyday process of selecting and buying. In case of the most famous and appreciated brands including e.g. Adidas, Coca-Cola, Harley Davidson or Apple, consumers frequently buy lsquo;brandsrsquo; instead of products (of sports footwear, a beverage, a motorcycle, a telephone / a computer, etc.). A brand may succeed on its market, which means it has a wide range of loyal customers. This is possible due to correct realisation of the brand creation process that involves, inter alia, defining a brand position on the market, planning brand identity or setting strategic goals and realising a strategy that would be relevant in the brand context.
在几乎所有类别的产品和服务中，产品品牌都是日常选择和购买过程中的重要元素。在最知名和最受赞赏的品牌包括例如阿迪达斯，可口可乐，哈雷戴维森或苹果，消费者经常购买#39;品牌#39;而不是产品（运动鞋，饮料，摩托车，电话/电脑等）。一个品牌可能会在其市场上取得成功，这意味着它拥有广泛的忠诚客户。这是可能的，因为正确实现了品牌创建过程，其中包括确定品牌在市场上的位置，规划品牌标识或设定战略目标并实现在品牌背景下相关的策略。
In this background, brand image emerges. Brand image is a set of associations that are brand related (material and emotional ones). This set is created as a synthesis of all brand associated signals that are sent by the very brand (its name, graphical symbols, products, advertising or sponsoring, etc.) (Kall, 2001). A consumer decodes these signals attributing subjective meanings to them. Different perception of signals sent by a brand results from different consumersrsquo; intellectual predispositions and beliefs, a different hierarchy of values and preferences, and some impact of different cultural environments. Therefore, brand image describes the way particular recipients perceive a particular brand. Brand image involves ideas, perceptions, expectations and beliefs that are deeply rooted in particular consumersrsquo; minds (Kotler and Pfoertsch, 2008). Because of all the above, brand
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