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Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
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Branding In The Digital Age Finaldraft

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Branding Assignment for School.

Branding Assignment for School.

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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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