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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 19 in the ways not possible until recently. This also means that how brand is represented online has a direct effect on the brand image held by brand audiences. This leads to the conceptualization of a new concept – online image of a brand, which I will try to explicate further below following the blueprint developed by Chaffee (1991). Empirical Description The above discussion leads me to the conceptualization of an online image of a brand as a sum of all online information related (containing references) to the brand that is available online, in other words – dynamic set of all relevant online information, which is an online representation of a brand. Here, first of all, it is important to draw a distinction between the concepts of a brand image and an online image of a brand: Brand Image is set of perceptions, which is located in the minds and is a property of the audiences. It is a function of the key brand identity/personality dimensions/attributes, and varies across audience segments, while remaining relatively homogenous within these segments. The reason for this is that members of these audience segments share the same perceptions of what are the most important dimensions/components/attributes of a given brand. However, these perceptions are different from what is important to members of other segments. For example, the key dimensions/components/attributes for consumers of a brand are probably mostly the same for most of them, as are those that are important for, say, investors, or employees. However, the dimensions that are important for consumers are likely to be different from dimensions important to investors, as well as employees. On the other hand, an online image of a brand, being defined as a set of online information, is located within the medium, is a property of a brand (and it is the same for all audience

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
19 
 
in the ways not possible until recently.  
This also means that how brand is represented online has a direct effect on the brand image held 
by brand audiences. This leads to the conceptualization of a new concept – online image of a 
brand, which I will try to explicate further below following the blueprint developed by Chaffee 
(1991). 
Empirical Description 
The above discussion leads me to the conceptualization of an online image of a brand as a sum of 
all online information related (containing references) to the brand that is available online, in 
other words – dynamic set of all relevant online information, which is an online representation of 
a brand. Here, first of all, it is important to draw a distinction between the concepts of a brand 
image and an online image of a brand: 
Brand Image is set of perceptions, which is located in the minds and is a property of the 
audiences. It is a function of the key brand identity/personality dimensions/attributes, and varies 
across audience segments, while remaining relatively homogenous within these segments. The 
reason for this is that members of these audience segments share the same perceptions of what 
are the most important dimensions/components/attributes of a given brand. However, these 
perceptions are different from what is important to members of other segments. For example, the 
key dimensions/components/attributes for consumers of a brand are probably mostly the same 
for most of them, as are those that are important for, say, investors, or employees. However, the 
dimensions that are important for consumers are likely to be different from dimensions important 
to investors, as well as employees.   
On the other hand, an online image of a brand, being defined as a set of online information, is 
located within the medium, is a property of a brand (and it is the same for all audience 


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