Social media in the brand building process: Consumers as co-creators of meaning for the brands. Case study of the xxx brand.

- no centrarnos en valor ni la creación de valor (muy complicado, problemas ya en la tesis para unir brand equity y todo el tema de internet- centrarnos en la construcción de marca: proceso más definido- co-creación pero no dirigida por la empresa, sino el proceso "natural" que se da en redes sociales de creación alrededor de la marca, sea o no monitorizado y añadido al propio modelo de la empresa de creación de su marca.

Subject of research

1.1.

Description of the subject of research

1.2.

Objective of the research

1.3.

Methodology

1.3.1.

Hypothesis

1.3.2.

Research process

1.3.3.

Limitations of the research

1.4.

Theoretical framework

1.4.1.

Criteria

1.4.2.

Management theory

1.4.3.

Internet? theory

1.4.4.

Co-creation? theory

1.5.

Contribution to current knowledge

1.6.

Organization of the research work / thesis / ?

This research work is organized in three main parts.Part 1 is about the description of the subject of researchPart 2 deals with the first part of the research process, the exploratory study through a literature review to narrow the posterior cualitative case study phase (Part 3).Alfterwards, the conclusions will be defined from the data.Part 2 sets the stage for the research by providing the deep understanding of the concepts to be covered. In this exploratory study the main theories in brandng, co-creation and xxx (social media) are covered to provide a deep understanding of the subject in hand, in order to focus the posterior creation of the model.

Exploratory study: literature view

2.1.

Criteria for the selection of sources

2.2.

2.2. Branding theory

2.2.1.

What is a brand

2.2.2.

Importance of branding

2.2.3.

Brand elements

2.2.4.

2.2.4 Brand equity

2.2.4.1.

Concept of brand equity

2.2.4.2.

Customer-based brand equity

2.2.4.3.

Sources of brand equity

2.2.4.4.

Customer-based brand equity framework

2.2.4.4.1

Building brand equity

2.2.4.4.2

Measuring brand equity

2.2.4.4.3

Managing brand equity

2.2.5.

2.2.5 Brand knowledge

2.2.5.1.

Introduction to brand knowledge

2.2.5.2.

Brand awareness

2.2.5.3.

Brand image

2.2.5.4.

Brand xxx

2.2.6.

Choosing brand elements to build brand equity / knowledge

ojo! el índice es copiado de keller, 1998.tener claro si voy a buscar elementos de brand equity o brand knowledge

2.3.

Internet theory

2.4.

Co-creation theory

Autores:Hatch_2010Ind_2012

2.5.

Conclusions

Case study (cualitative research)

Definir mejor las diferentes entre exporatory study y case study (ambos son cualitative research) que quede más claro el epígrame 2 y 3

3.1.

Methodology

3.2.

Creation of the model of analysis

3.3.

Description of the model

3.4.

Field work

3.5.

Analysis of the data

3.6.

Conclusions

Further research

Notes

7. Sources

7.1.

Biographic soureces

7.2.

Web sites

II. Table of content

Figure 1.

I. Acknowledgements

After four years of working xxxxxx It has been an interesting journey that would not have been possible without several important individuals to whom I am most grateful. First of all, I would like to thank my advisor, Josep Rom, for his guidance not just for this work, xxxxx He completely understood me the first time we had a meeting and since then, he has been supportive and encouraging. Special thanks also go for my dearest colleagues xxxx for being such good and supporting friends and excellent professionals. I really appreciate their help and support. To my dear family for xxxxBarcelona, December 2013.

next steps

Próximos pasos:-introducir todos los textos de la tesis actual en mindomo (agosto)- buscar nuevas referencias - resumen en doc ref, luego intro mindomo (septiembre- octubre)- plantear el modelo de análisis (noviembre-diciembre)-busqueda de marcas y personas de contacto (enero)- trabajo de campo (febrero-marzo)- analisis datos (abril)- conclusiones + repaso literature review (mayo-junio)- escribirlo todo (julio-agosto) pasárselo al tutorvacaciones nepal septiembre - referencias biografías, formating, repaso notas tutor (octubre-noviembre)Próximos pasos (old)- Organizar refworks. Ajustar referencias- Leer básicos- Imprimir nuevos artículos WARC- Buscar escritores principales co-creación / oline- Buscar principales sites en social media- Leer Social Media ROI- Leer Brand Valued