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DEFINING BRAND VALUE AND THE COMMUNICATION MESSAGE
Defining Brand Value and the Communication Message
Dahlia Thomas
School of Business, Liberty University
BUSI 701: Current Topics in Business Administration
Dr. Micheal Walker
June 27, 2022
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DEFINING BRAND VALUE AND THE COMMUNICATION MESSAGE
Abstract
When it comes to marketing there are so many ways businesses can market their brands and
build on brand value and brand awareness. One of the biggest and easiest way to promote a
product or service is through social media and that is done through social networking system
(SNS) like Facebook, Twitter, YouTube, Instagram, etc. The global COVID-19 pandemic pushed
a lot of business to find ways of marketing their businesses through social media because more
than 75 percent of customers went to online shopping because the country was lockdown. As
result a lot of business was finding ways to communicate with customers through emotions and
one such way was through emojis. Also, businesses realized that through social networking they
could still reached their customers and provide products and services. As result even though the
pandemic happen a lot of business were still able to sustain them selves while increasing their
sales. This article explores the current state of research on brand value and communication
messaging. It identifies finding and shows specific recommendations for further explorations.
Keywords: brand value, COVID-19, social media, social networking system, communicating
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