Brand management in a digital world : an examination of Hugo Boss's efforts in social media

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the premium-image. Besides the possibility to create dialogues with customers especially the high credibility of partly user generated content can be identified as an advantage and at the same time threat for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are suggested.