Budowanie wartości marki w serwisie społecznościowym
Building brand equity in social networking

Summary/Abstract: The paper presents the potential of social networking in the development of brand value. The paper describes the benefits for consumers and companies with creating a strong brand. The advantages of the new media in conducting efficient and effective marketing communications are presented. The paper involves conclusions from the results of research and reference to examples of the social networking of promoting the brand. Social media can be successfully used to build brand identity, relationships with consumers and a set of associations related to the brand. However, traditional media are still the best means of communication in the development of a high level of brand awareness.

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