Abstract

Evolution of the whole globe into a single market due to globalization, increased competition and losing ground of traditional competition tools have forced companies to new ways of doing business in order to differentiate themselves. The fact that the establishment of the blogs via improvement of web 2.0, which its usage does not require any technical knowledge, and it is cheap and easy attracted first the masses and in course of time institutions. Actually blogs have smoothed the path for corporate brands who search for the sincere feedback of their customers. Companies have much more chances for interaction with their target audiences via corporate blogs by leaving comments below the posts and giving hyperlinks to other blog sites.

In the first part of this article, the concept of blog is defined and its features and genres are described. In the second part, the definition of brand, brief historical features and the brand in terms of producer and consumer is examined. The qualifications that corporate brands should possess are also discussed. Finally, the impact of corporate blogs on corporate brands are explored.