Creating a Brand Image through Online Communication

Abstract

In the context of the transformations generated by digitalization, online communication is an essential strategic tool in building and consolidating brand image. If in the past organizations relied mainly on traditional promotion channels, today the digital environment offers the possibility of direct, rapid and continuous interaction with audiences. Through websites, social networks, online advertising and other digital tools, brands can more clearly define their identity, convey their values and influence consumer perceptions. The paper aims to analyze the online communication of the ALLMED - Îngrăjiri Medicale la Domiciliu brand, which operates in the field of home medical services, offering a modern and accessible alternative to traditional medical services.

The research is quantitative, with the objective of identifying general trends in online communication that aim to influence the target audience's perception of home healthcare services.

The method used to collect data is quantitative, the opinion poll was applied, conducted through a structured questionnaire distributed online, using the Google Forms platform. The use of this tool allowed quick access to respondents and efficient data collection in a short period of time. The analysis of the collected data allows conclusions to be drawn that aim to improve the brand's online communication by adapting the communication strategy to the needs of the target audience.