Consumer All Star: Konsumentens roll i att bygga ett starkt varumärke

Sammanfattning: The conventional brand research provides an overly simplistic view of the consumer's significance to the brand. The paper advocates a socio-cultural aspect where the focus is on how the consumers create meaning on a macro, micro and individual level. It is the consumer and not the marketer, which will create identity; there are people in the consumer’s environment that affect their perceptions and value of the brand. Therefore the focus must be to study the importance of the public’s influence when building brands. The results of this study show how companies through ethnographic inspired methods should place more emphasis on understanding the consumer's role in creating the brand's meaning. By increasing our knowledge of how the strategic use of consumers' interaction on social media is also increased prospects of building strong brands.