This document presents a research proposal on the usefulness of social media in establishing positive brand images. It discusses global social media usage trends and opportunities for brands. The key research question is how useful social media is for building positive brand images. Sub-questions cover topics like how usefulness can be measured, the relationship between social media and brand image, and factors that influence consumer attitudes. The objectives are to study social media's impact on brand equity and image. A conceptual model and hypotheses are presented relating social media usage, knowledge, and awareness to brand image. The methodology discusses a questionnaire, sample, and limitations of the study.