Online Brand Awareness, Brand Equity and the importance of Professional Value-Added Content

A research article by Dr Tali Rezun

Abstract

This research article deals with online brand awareness, brand presence, brand trust and brand equity. The research article was constructed to explore alternatives to paid online brand promotion and to offer a different perspective to online branding. Part of the research, literary review and implementation are directly sourced from Dr Rezun doctorate dissertation “Company Generated Problem-Solving Content on Social Media (SM) and Online Brand Equity: Designing and Testing a Model for Its Effectiveness”. This research article, also emphasises the importance of professional value-added brand content in the context of brand reference and reveals the components behind the online brand awareness building process.

Keywords: online brand awareness, brand equity, corporate identity, online brand presence, online brand exposure, brand trust, business performance