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Developing Brand Assets with Wireless Devices
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Author(s): Jari H. Helenius (Swedish School of Economics and Business Administration, Finland)and Veronica Liljander (Swedish School of Economics and Business Administration, Finland)
Copyright: 2005
Pages: 18
Source title:
Advances in Electronic Marketing
Source Author(s)/Editor(s): Irvine Clarke III (James Madison University, USA)and Theresa B. Flaherty (James Madison University, USA)
DOI: 10.4018/978-1-59140-321-0.ch010
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Abstract
Advancements of the wired Internet and mobile telecommunications offer companies new opportunities for branding but also create a need to develop the literature to incorporate the new communication channels. This chapter focuses on the mobile channel and how mobile phones can be used in branding activities. Based on a literature review and practical examples, the chapter discusses how brand managers can utilize the mobile channel to strengthen brand assets. Four mobile branding (m-branding) techniques are proposed and their impact on brand assets discussed. Managerial implications and suggestions for further research are provided.
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