User Generated Branding - Integrating User Generated Content into Brand Management

From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.

Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann's Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.