SOLUTION: Kean University Branding in the Age of Social Media Research Paper

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SOLUTION: Kean University Branding in the Age of Social Media Research Paper 1

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Periodical Research Paper



Periodical Research Paper
Name of Website: Harvard Business Review
Date of Publication: March 3, 2016
Title of Article: Branding in the Age of Social Media
Author: Douglas Holt
Part I: Summary
The article explores the underlying dynamics of branding in the social media era. Holts
notes that brand building has been a challenging affair for established companies. Despite the
excitement that revolved around the benefits that will be brought about by the digital platforms,
things turned out to be different. Many firms hired technologists to further their brands, but they
have not achieved much.
Holt reflects why branded content and sponsorships were fruitful before the emergence of
the social media era. Many organizations used to base their branding approaches on popular
entertainment to gain fame and attract attention. However, the rise of crowdculture that is

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