In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. The book at hand represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.
Christoph Burmann is a professor at the University of Bremen, Germany and holds the Chair of Innovative Brand Management (LiM ).
Ulrike Arnhold is a doctoral candidate at the Chair of Innovative Brand Management (LiM ) and has worked for the Boston Consulting Group as a management consultant.