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Branding in the digital age
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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

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