• M.KETHAN
• HARIPRASAD
• JAGADEESH BABU

In the era of sophisticated technological innovations, where Internet has changed the pattern of communication between Organizations and public, building brands that engage consumers for a long time remains to be a business challenge. The Marketers are moving away from Traditional Marketing Communication programmes such as Advertising, Public Relations, Sales Promotion and Personal selling to sizeable Social Marketing activities. This shift is apparent in the United States, where brands have been experimenting with new participative communication models. European markets are also witnessing the growing presence and substantial usage of Interactive and social media. In the mean time, a new narrative form is developing from mass media such as television and print. Web is considered for active use of content to weave a story or a narrative. In this novel participatory communication channel, consumers are invited to play an important role in shaping and spreading the narrative, unlike classical advertising. An ever increasing number of companies have adopted this new form of communication, investing money and creativity in the development of innovative interactive concepts. At this point in time, Marketers need to focus on innovative engagement strategies. The goals of which must be to increase the range of possible and permissible meanings associated with brands, unlock valid channels of communication with all stakeholders. If old branding models were based on tight control over the circulation and messaging, such controls are no longer practical or desirable in a world where if it does not spread, it is dead.

novel participatory ,media platforms

"Building Brands A While Back…!", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 11, page no.13-20, November-2018, Available :http://www.jetir.org/papers/JETIR1811402.pdf

"Building Brands A While Back…!", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 11, page no. pp13-20, November-2018, Available at : http://www.jetir.org/papers/JETIR1811402.pdf