Title: Postmodern paradigms and brand management in the 'search' economy

Authors: Ming Lim

Addresses: School of Management, University of Leicester, Ken Edwards Building, University Road, Leicester LE1 7RH, UK

Abstract: The dynamics of virtual branding remain poorly understood. This paper argues that even postmodern conceptualisations of the branding paradigm fail to take into account the |search| economy and the surge in |Search Engine Marketing| (SEM) technologies. One of the key characteristics of this new economy is what Baudrillard calls the |constraint of signification|, allowing search engines to manipulate temporal, spatial and brand-consumer constructs in unprecedented ways. This paper proposes four key concepts to explain this new challenge to current branding paradigms: thematic spatialisation, temporal hierarchisation, consumer promiscuity and the-consumer-as-brand-creator. Finally, implications for marketers and researchers are discussed.

Keywords: brand management; postmodern branding paradigms; search economy; search engine optimisation; technology marketing; internet marketing; internet advertising; search engine marketing; SEM; virtual branding.

DOI: 10.1504/IJIMA.2009.021948

International Journal of Internet Marketing and Advertising, 2009 Vol.5 No.1/2, pp.4 - 16

Published online: 11 Dec 2008 *

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