Branding 2.0 - Using Web 2.0 Principles to build an Open Source Brand

@article{Mairinger2008Branding2,
  title={Branding 2.0 - Using Web 2.0 Principles to build an Open Source Brand},
  author={M. Mairinger},
  journal={Electron. Mark.},
  year={2008},
  volume={18},
  pages={117-129}
}
  • M. Mairinger
  • Published 2008
  • Computer Science, Engineering
  • Electron. Mark.
This work proposes a new branding process that is inspired by and builds on the fundamental ideas behind the term Web 2.0. The paper shows how information systems can be designed to create value throughout the branding process by collecting and distributing user/consumer-generated content that supports physical-virtual artefacts. The paper follows the design-science research guidelines provided by Hevner et al. (2004). It introduces the model of Branding 2.0 and a real-world instantiation… Expand
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