Branding 2.0-Using Web 2.0 Principles to build an Open Source Brand

Authors:
Martin Mairinger
Affiliations:
-
Venue:
Electronic Markets
Year:
2008

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Abstract

This work proposes a new branding process that is inspired by and builds on the fundamental ideas behind the term Web 2.0. The paper shows how information systems can be designed to create value throughout the branding process by collecting and distributing user/consumer-generated content that supports physical-virtual artefacts. The paper follows the design-science research guidelines provided by Hevner et al. (2004). It introduces the model of Branding 2.0 and a real-world instantiation. Related cases are analyzed and compared to the instantiation to refine the model and extract implications for designing future branding applications. Finally, a note on possible business models demonstrates options for an implementation scenario.