I was listening to discussion on this topic which has been getting more attention with social media outlets such as Twitter, Facebook, etc. Companies may be under the impression that they own their brand, however brand is not concrete, so how could it be owned? It is like saying I own my wife’s love or I own my coworkers friendship. Brand is nothing more then a series of actions in order to influence the perception of your audience, much like love or friendship. So I believe that companies are held accountable by their actions, yet it is up to the audience to react to the action. This action and reaction is what molds the brand and identity of the company. So although no one may “own” the brand both the audience and company help mold it collaboratively.
With social channels such as Twitter, this “action and reaction” brand development has the opportunity to grow or tumble at enormous proportions. Companies need to embrace this new way of relaying their message and listen to analyze audience reactions. There is nobody that could express your audiences perception of your brand then the audience itself.
