Branding using digital media

Prof. Plavini Punyatoya

 Digital Branding
• "Digital channels, and assets are used to communicate a brand’s
positioning (or purpose) as part of multichannel brand communication or
engagement programmes".

• Use of digital media and technology to develop brands through

interactions with consumers on the digital devices they're increasingly
using

• The brand is build via digital medium

 What’s the Role of Digital Communications in
Building Brands?

• Benefits of digital attributes

 The Brand Building Role of Digital
Communications
• By leveraging the benefits, there are 4 roles digital may play in brand-
building
 Cyberbranding
• Involves integrating online & offline branding tactics that reinforce each
other to speak with one voice.

• Most common method of building an Online brand presence is through an

offline technique called ‘BRAND SPIRALLING’.

• It is the practice of using traditional media to promote and attract

consumers to an online website

Online
Branding
Cyberbranding

Offline
Branding Brand
Spiralling
 Web Equity
 It is consumer familiarity and perceptions about a website.

 Web awareness: consumer familiarity with a dot.com‟s website

 Web image: consumer perceptions about a dot.com, as reflected by

the site related and non-site related (i.e. vendor and product/service)
associations linked to the dot.com in consumer memory
 Web Equity Framework
WEB EQUITY
DIMENSIONS
Marketer Communication
Non-marketer Communication

Awareness

Web Design Features Loyalty

Image
Vendor Characteristics

Product/service Characteristics
How do you think consumers decide to buy
a product?

CDMP?
The Funnel Metaphor (Traditional)
The Consumer Decision Journey (CDJ)
(NOW)

June 2009, McKinsey Quarterly

CDJ has 4 stages:
1.Consider
2.Evaluate
3.Buy
4.Enjoy, Advocate, Bond
Danger of „Do-it-yourself‟ branding?
Tips for successful DM
 Define your strategy
 Define your goals
 Create relevant content
 Maintenance is everything
 Hire an expert
Brand Communities
 A “specialized, non-geographically bound community, based on a
structured set of social relations among admirers of a brand.”

 HOGs: it is a brand community

 It has online presence

 Now: Online brand communities

Online communities
 emergence of social media platforms,
 online forums
 company or product blogs

But, there is a requirement of an expert.

 A talented Community Managers on board to support companies

 Community Managers will give the brand a face, a degree of humanity,

and will be brand’s strongest advocates. Firms can’t afford to get this one
wrong. They should be part of the resources a firm account for in initial
budgeting.
Online communities
 27 out of Interbrand‟s top 50 global brands still don‟t talk to their
fans on Facebook. (Dec, 2012)

 It is not about entirely control what‟s being said about your brand,
but it is about open conversation (Establish a 2-way dialogue)
 (So, Give your brand a face and a personality)
 (Create content your audience wants – test and tune)
 (Identify, nurture and leverage your key influencers)
Thank You