Strony: 121-134
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BUILDING THE BRAND IMAGE USING FACEBOOK

Summary
The aim of this paper is to explain the problem of building the brand image of an organization on Facebook. Starting from the definition of the brand image of an organization the social networking service Facebook and the possibility of its using in order to communicate with stakeholders will be characterized in this paper. Particular attention will be paid to the possibility of creating the right brand image using Facebook. The following theses will be taken into consideration:
1. In the current market conditions organizations should attach particular attention to the right image of the brand on the Internet which seems to be a crucial tool of market competition and a factor generating value for stakeholders.
2. Dynamic development of community media and trends in the Internet activities, such as buzz marketing and viral marketing – in a significant way influence the process and the set of tools building the brand image through Fanpage on Facebook.
The theoretical deliberations will be supported by examples of actions of selected organizations.
Keywords: company brand image, Facebook, building brand image using Facebook