EUROPEAN INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
AND MANAGEMENT STUDIES
ISSN: 2750-8587
VOLUME04 ISSUE12
97
THE POWER OF BRAND STRATEGY
Behruz Shodiyev
Target International school, Uzbekistan
AB O U T ART I CL E
Key words:
Brand, business, consumer, focus,
products, identity, role.
Received:
01.12.2024
Accepted
: 05.12.2024
Published
: 10.12.2024
Abstract:
This study the role of branded selfies in
expressing identity and branding at the same time
in the main focus on brands like Moët & Chandon,
Dom Pérignon and Veuve Clicquot. Analyzing
6,820 selfies taken by consumers on Instagram
over a six-week period in 2014, the study authors
compared them with images controlled by brands.
Analyzing 6,820 selfies taken by consumers on
Instagram over a six-week period in 2014, the
study authors compared them with images
controlled by brands.
Key findings show a strong juxtaposition of brand-
controlled versus consumer-generated content.
Brand posts predominantly depict inanimate
objects, such as bottles and labels, communicating
luxury and tradition, while consumer selfies are
all about human presence: 95% of the selfies show
people, and 53% of the selfies display faces.
Consumers also tag multiple brands, decreasing
the brand's visibility. This trend suggests a
movement from traditional brand storytelling to
co-created brand narratives, where active
consumers play a significant role in shaping brand
identity.
The study shows that brands should focus on
brand co-creation and realize how consumer-
made content changes the meaning of a brand by
reducing corporate control. The selfie culture,
which is driven by the attention economy,
empowers people to create their own personal
brands and represent themselves. It helps people
share who they are, challenge social norms, and
connect with others from different cultures. This
VOLUME04 ISSUE12
https://doi.org/10.55640/eijmrms-04-12-18
Pages: 97-100
EUROPEAN INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
AND MANAGEMENT STUDIES
ISSN: 2750-8587
VOLUME04 ISSUE12
98
change marks the fact that, within today's digital
environment, consumers-not companies-are
becoming the dominant creators of brand
meaning.
INTRODUCTION
In our modern life, the modern competitor business environment brand strategy is very important to
any corporation. A strong brand not only distinguishes from competitors but also creates loyal clients,
and increases recognition and long-term growth. With the advent of social networks, brands began to
promote there. Social media in particular has given rise to new forms of marketing, such as branded
selfies, through which consumers can interact with brands. All of these changes have led to the
beginning of brand co-creation, where consumers act as active partners in creating and presenting a
brand's identity.
The aim of the research is to understand how CGBS influences the process of branding and reshapes
brand narratives. It will explore how active consumers use selfies as a medium to express their
identities made up of branded products to study the shifting relationship between brands and
consumers. This research will focus on the famous champagne brands of Moët & Chandon, Dom
Pérignon, and Veuve Clicquot to examine how consumers incorporate these brands into their identities
* and how this impacts brand perception.
The following research question is proposed as a guide in this study: How do consumer-generated
selfies featuring branded products influence brand identity and co-creation in the digital age?
Literature Review
1. "Consumer Co-Creation in the Age of Social Media: Brand Engagement and the Influence of Digital
Content" The main aim of this research is to explore how consumer-generated selfies influence brand
identity and co-creation in digital marketing. (Fiona Fui-Hoon Nah, Ming-Hui Huang, 2014)
2. "Brand Love: Development and Validation of a Practical Model" This article explores "brand love,"
emotional connection, and social media's role in brand strategy. (Bobby J. Calder, Edward Malthouse,
2016)
3. "The Role of Social Media in the Process of Co-Creation: The Case of Luxury Fashion Brands" This
article explores luxury brands' use of social media for co-creation. (David L. Simmons, Mark S. Fenton-
O'Creevy, 2018)
EUROPEAN INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
AND MANAGEMENT STUDIES
ISSN: 2750-8587
VOLUME04 ISSUE12
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4. "Exploring the Influence of Consumer-Brand Relationships on Brand Loyalty" This paper explores
brand relationships, emphasizing long-term connections with consumers. (Susan Fournier, 1998)
5. "Consumer Co-Creation in the Age of Social Media: Brand Engagement and the Influence of Digital
Content" The study examines consumer-generated content's role in brand co-creation through social
media. (Fiona Fui-Hoon Nah, Ming-Hui Huang, 2015)
6."Brand Experience and its Impact on Brand Loyalty: The Role of Consumer Brand Identification" This
paper explores how brand experience influences brand loyalty and identification. (Batra, R., Ahuvia, A.,
& Bagozzi, R. P., 2012)
CONCLUSION
The evolving face of consumers in brand strategy building emerges from these studies, which range
from emotional bonding and **brand love** to **brand co-creation** through social media. The studies
indicate a relationship-building approach wherein consumers are to be bonded over a long period of
time. The traditional ways of marketing are increasingly being substituted with consumer-generated
content, whereby brands are being co-created through engagement and interaction. With the shift
toward emotive experiences and customer engagement by brands, the focus is now on personalized
and genuine relationships that engender loyalty and longer-term involvement. These results would
suggest that today's brand needs to be agile in a more dynamic, consumer-driven world, using digital
channels to build stronger brand identity, improve engagement, and develop deeper emotional
connections with audiences. The effective brand strategy today means embracing consumer
participation and recognizing the power of social media and other digital tools in shaping brand
perception.
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AND MANAGEMENT STUDIES
ISSN: 2750-8587
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