Branding in the digital age

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  • Before: to buy a car … narrow down choices, go to the dealership, salesman would wheel you in and you’d purchase the car. The relationship would dissipate.Today: same as above but consumers remain engaged after the purchase publically promoting products bought collaborating in brand’s development, challenging and shaping their meanings.
  • While it doesn't specifically say that the car is green,

Transcript

  • 1. Branding in the Digital Age
    Hitesh Malhotra
  • 2. Agenda
    Summary of the Case
    Traditional Marketing: Where it fails today?
    Digital Marketing : What works today?
    Consumer Experience Plan
    New Roles of Marketing
    2
  • 3. Quick Summary of the Case
    Consumers before the Digital Age
    Consumers Today
    3
  • 4. 4
    Consumer Decision Journey
    Traditional
    New
  • 5. Where Branding Fails: GM
  • 6. Current Situation
  • 7. Marketing Spends – GM and Toyota
  • 8. Media Mix - GM
  • 9. Just an interface to choose cards
  • 10.
  • 11.
  • 12. Nature Theme-Green. The campaign involved people to work towards environment and be a part of ‘ The Change’.
  • 13. Branding in the Digital Age: Apple
    Friends
    Store display
    Advertising
    Consider
    Evaluate
    The Loyalty Loop
    Bond
    Advocate
    Enjoy
    BUY
    13
  • 14. 14
  • 15. Branding in the Digital Age: Apple
    Apple website:
    • Technical specification
    Review websites
    Apple store: Try + speaker sessions
    Consider
    Evaluate
    The Loyalty Loop
    Bond
    Advocate
    Enjoy
    BUY
    15
  • 16. Branding in the Digital Age: Apple
    Consider
    Evaluate
    The Loyalty Loop
    Bond
    Advocate
    Enjoy
    BUY
    Shopping experience: Apple store & online store
    Customer support
    Aesthetics
    16
  • 17. Branding in the Digital Age: Apple
    Consider
    Evaluate
    The Loyalty Loop
    Bond
    Advocate
    Enjoy
    BUY
    Applications: ITunes, Appstore
    Accessories
    CRM – Apple care - Genius Bar
    Uniqueness & Brand attribute
    17
  • 18. 18
    Consumers: What they do
    Consider
    Enjoy-Bond- Advocate
    Buy
    Evaluate
  • 19. 19
    Consumers: What they see
    Inconsistent Brand Image
    SERIOUS DAMAGE!!!
  • 20. 20
    Consumers: What they say
    Social Experiences
    Promotions
    Brand ( Only if)
  • 21. 21
    Consumer Experience Plan
  • 22. 22
    New Roles of Marketing
    Marketing
    Communications
    Publisher
    &
    Content Supply Chain Management
    Orchestrator
    Orchestrator
    Market place Intelligence Leader
  • 23. Hope this is helpful!!
    23
    T h a n k y o u