The COBRA Approach to Branding

Knowledge Center

Branding > Forum

New Topic

Sarah Daghman
Lecturer, Russian Federation
Interactive and social media websites such as Facebook, YouTube, and Twitter provide unlimited means for internet users to interact, express, share, and create content about anything, including brands. In order to keep pace with these connected, active, and highly empowered consumers, brand managers need a comprehensive and deep understanding of what motivates Consumers' Online Brand-Related Activities (COBRA) while trying to appreciate the appeal that brand engagement on social media has for consumers. What is the COBRA Branding Model? The concept COBRA concept is "a behavioral construct which provides a simple but comprehensive unifying framework to view consumers' engagement with brand-related content on social media platforms along a continuum of varying kinds and degrees of activity. The activities include many different things, like talking about your brand on Twitter and uploading pictures of their new sneakers they just bought to Facebook. (...) Read more? Sign up for free

  Jaap de Jonge
Editor, Netherlands

COBRA Approach for Branding and Internet Activities

Indeed in general we can group internet users into (...)


More on Branding
Audio Branding: a Sound Solution?
What is a Power Brand?
Building a Global Brand from an Emerging Country
The COBRA Approach to Branding
What is Sub-branding? 3 Types of Sub-brands
Advantages and Cautions of Brand Extensions
Luxury Branding and Inconspicuous Consumption
Criteria for Brand Name Success
Strategic Benefits of Branding
Branding Quotes
🔥Employer Branding
What is the Importance of Industrial Branding | B2B Branding?
Best Practices
What is a Brand? Definition of a Brand
Creating versus Modifying a Brand
Special Interest Group

Are you interested in Branding? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:

Knowledge Center


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.7 - Last updated: 28-1-2021. All names of their owners.