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ECONOMICS OF LONG TAIL, A CHALLENGE FOR BRANDING

By Gabriela ANDREI and Andrei DUMEA

Abstract

This paper investigates what Economics of Long Tail is bringing to branding. Economics of Long Taleliterature highlights new Web 2.0 business models that enables a greater degree in satisfying exactly what motivatesconsumers most: being treated as individuals not as masses; access to an increased offer variety including customproducts; lower prices. Our paper finds out that brand leadership and corporate branding provides the appropriatebusiness philosophy for facing the challenges of the Long Tail. They just have to upgrade themselves with Web 2.0 toolsfor organizing the day by day cooperation with users. The consequence will be a great pot of customers becoming oneof the company's resources directed to deliver the promised brand value following the long-tail rule. Beside users'driven brand sindicalization directed to change perceptions, reinforce attitudes, and create loyalty, the majorconsequence will be a deep integration of brand's users in the brand nurturing culture. The brand value will go beyondthe usual jargon and customers will be able not only to embrace the brand experience but to actually build it, to be apart of it. Our statement that brand leadership and corporate branding provides the appropriate business philosophyfor coming years is supported by at least four of today's most innovative and successful brands, that leveraged the LongTail as part of their businesses: Amazon, Google, Facebook and Apple

Topics: long tail branding, brand management tailoring long tail economics, economics of long tail, brand leadership, corporate branding, Business, HF5001-6182, Commerce, HF1-6182, Social Sciences, H, DOAJ:Business and Management, DOAJ:Business and Economics
Publisher: Universitatii Stefan cel Mare din Suceava
Year: 2010
OAI identifier: oai:doaj.org/article:b84b4688dba643beb2fe93f72470af8a
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