Branding In The Digital Age Finaldraft

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Branding Assignment for School.

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Branding In The Digital Age Finaldraft

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

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