Theoretical aspects of brand name transformation to brand in social networks

The article deals with the problem – how to use social networks, while trying to transform brand name to brand. The aim of this article is to analyse theoretical aspects of brand communication in social networks, which unveil how to use social network, while trying to transform brand name to brand. Literature analysis method was used for this research. While analysing the literature it was disclosed, that while trying to create a brand it is necessary to create intangible values in consumers’ mind, while brand name is only a symbol. It was proven, that in social networks viral content creates a relationship between the brand and consumers. In order to create viral in content in “Facebook” it is necessary to identify which message strategies are the most successful, for creating this relationship between consumer and the brand. While trying to identify what makes a “Youtube” video viral it is necessary to identify visual strategies, which get the needed outcome. In order to see if selected strategies were successful it is necessary to analyse main numeral statistics of messages or videosPolitikos mokslų ir diplomatijos fakult.Vytauto Didžiojo universiteta