This research report aims to explore how brands interact with the internet – particularly social media – in order to extend their brand awareness and forge valuable connections between the brand and their target audience.

This exploration is structured in three parts:

1. Online Identity: exploring personal brands in the world of social media and how users create a persona to portray a particular image in order to attract a desired audience.
2. The Corporate Brand Identity: exploring the shift from advertising products towards advertising experiences in order to create a universal connection. Evolution of brands over time to cater to a different audiences can also be a valuable way to attract new consumers and shift the companies image. This section also explores how brands can leverage user generated content in order to create a dialogue between corporate brands and users.
3. The Future: exploring the power of influences and their role in future advertising spheres. This section also considers the digital footprint and how this could potentially be leveraged even beyond the grave.

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