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Brand Management Capability and Brand Performance
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How to write an informative essay step by step. Rather than focusing on paid media, in which a brand pays to advertise, brands are devoting more and more attention to earned media, in which consumers are the communication channel. Relevant and interesting topics spread fast, almost like an infectious virus, from consumer to consumer on social media and other digital platforms. These viral effects increase the importance for brands to have a social purpose—to be transparent, sustainable, and conscientious Olsen and Peretz, Otherwise the brand will be exposed to negative eWOM in the target group.
One example of a brand that has taken this development seriously is Heineken. New digital media provide consumers with tools to find, share, and spread information about companies and brands. Another aspect of online brands is liquid consumption Bardhi and Eckhardt, When was the last time you bought a CD?
Fewer and fewer consumers make purchases in this category. Nowadays consumers tend to stream music online, for example by using services like Spotify and Apple Music.
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Instead of owning the brand, they pay for temporal access and flexibility. Examples are streaming media and video-on-demand services like Storytel and Netflix, which have reduced the need for buying books and DVDs, and new car services like Bilkollektivet, where consumers, for a fee, have access to a range of rental cars.
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Liquid consumption is a more flexible way to consume brands, without ownership and using mobile and adapted solutions across situations. Bardhi and Eckhardt contrast it with the more traditional solid consumption: focus on owning brands with a safe and predicable value across all situations. Liquid consumption has many implications for how we understand brand loyalty and brand relationships Fournier, How can you be loyal to a brand you do not possess?
So far, examples of brands that have been challenged by liquid consumption have been limited. However, if digitalization continues to alter many markets and business models, it is likely that brands in the future might be significantly affected. In general, many established constructs in the branding literature imply brand ownership.
If liquid consumption increases, there is a need to reinvestigate many of these constructs. To summarize this section, it has been argued that the role of brands has changed for online consumers. Currently, it is easier and less time consuming to engage with brands, and the rise of social media and digital platforms changes the nature of brand relationships. The virality of sharing and spreading information has become both an opportunity and a challenge for brand managers. Lastly, brand ownership is declining and consumers are more likely to consume brands in a more liquid manner.
New digital technology, media channels, and online consumption patterns influence the art and science of branding. The purpose of this chapter was to discuss how changes fueled by digitalization affect branding practices and brand management. Three challenges to branding in the digital age have been identified: digital consumer journeys, big data, and online brands.
The key insights in our discussion have been that these challenges do not reduce the importance of brands, but in many ways shift the practice of branding and provide brand managers with new opportunities. These challenges strengthen the need for deep consumer insight, good understanding of digital consumer journeys, and the importance of well-known and well-positioned brands. To summarize, these three challenges essentially deal with problems of balance :. Balance between opportunities gained from technology and data, and deeply understanding consumer needs.
Balance between short-term sales conversions and long-term consumer brand relationships. Brand managers should certainly embrace new digital opportunities, be curious about new media channels, experiment with new branding activities, and use those that prove to be most effective. However, basic principles of branding and brand management are still, and will continue to be, central. Key concepts like identification, differentiation, and brand positioning Samuelsen et al. Oppgrader til nyeste versjon av Internet eksplorer for best mulig visning av siden. Hopp til bunn-navigering.
English Norsk. Frigi tilgang. Keywords:: brand management, digital marketing, social media, big data, consumer journeys. Three of these challenges are: 1.
Digital consumer journeys Brand practitioners argue that digitalization has changed consumer behavior. Big data New communication channels, technologies, and analytic tools have provided brand managers with enormous amounts of data big data. Online brands Consumers are online—for information search, entertainment, status-seeking behavior, and more. Sources: Aftenposten and Stormberg. To summarize, these three challenges essentially deal with problems of balance : Balance between opportunities gained from technology and data, and deeply understanding consumer needs Balance between short-term optimization and long-term brand strategy Balance between short-term sales conversions and long-term consumer brand relationships.
Akpinar, E. Valuable Virality. Journal of Marketing Research , 54 2 , — Bardhi, F. Liquid Consumption.
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Journal of Consumer Research , 44 3 , — Bart, Y. Journal of Marketing Research , 51 3 , — Batra, R. Journal of Marketing , 80 6 , — Belk, R. Possessions and the Extended Self. Journal of Consumer Research , 15 2 , — Bemporad, R. Berger, J. Contagious—Why Things Catch On. Colicev, A. Journal of Marketing , 82 January , 37— Dibs Eelen, J. The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing , 34 , — Fournier, S. MacInnis, C.
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Strategic Brand Management Research Papers - yjafuxucyzav.tk
Brand Meaning and its Creation in a Cross-Cultural Context there is a focus on the practicalities of management and an examination of the human resource management issues relevant to this sector. Dissertation these antithese synthese. Sqa rmps dissertation. Marketing Dissertation Topics Sample Dissertations Marketing addition to the example literature review above we also have a range of free study materials to help you with your own dissertation:Dissertation resources index.
Simple Way To Write A Good Brand Management Dissertation order to be competitive in the market place specially in this saturated market where produce, services or ideas are seemingly identical, people employee plays critical role in all four components of managements and be accountable for the desire results.
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