An Analysis of Brand Strategy Based on Brand Networking on Facebook

Abstract

This study examines online brand strategy of seven distinct sports brands based on analysis of a brand network on Facebook. A brand network is formed when brands "Like" other brands on Facebook. A social network analysis method was applied to discover different networking patterns, each of which corresponds to a distinct type of brand strategy on Facebook. Besides taxonomy of brand strategy types on Facebook, the study also identified that certain brands attempt to increase their exposure on Facebook by actively forming and expanding its brand network. Practical implications which may contribute to planning and implementing online brand strategy is presented.