Digital Branding & Marketing Mix Flashcards
The process of creating a unique and
recognizable image, name, design, or symbol that represents a company, product, or service. It involves establishing a reputation and creating
a distinctive identity that differentiates a brand from its competitors.
Branding
Assets(or liabilities) linked to a brand’s name, and symbol that add to (or subtract from) a service.
Brand Equity
How customers perceive their own identity via brand association.
Brand Reflection
A person who promotes and speaks positively about a brand, its products or services, and values. They are loyal customers willing to share their positive experiences and opinions with others, both online and offline.
Brand advocacy
Encompasses the tangible attributes
of a physical product and the intangible characteristics of a service product
Product variable
the fundamental features of the product that meet the user’s needs.
Core product
Additional features beyond the core
product.
Extended product
A recurring fee paid for goods and services
Subscription
Payment made for a defined time period for a pre-agreed range
of services
Licensing
A fee for a single download
Pay-per-view
Different channels or content offered as individual products at a
reduced price
Bundling
No direct price. The main revenue source is through adverts on
the site.
Ad-support content
- Online focus group
- Online questionnaire survey
- Social media listening
- Customer feedback and support forums
- Web analytics
Conducting Research Online
influences when and how consumers buy
Price uncertainty
Dynamic pricing
* Shipping fee
– Free shipping above a certain amount
– Price based on the time it takes to arrive
– Loyalty programs (Amazon Prime)
Innovative Prices Approaches
How the product is distributed
Place variable:
when a business eliminates intermediaries from the distribution channel.
Disintermediation
reintroduction of intermediaries into the distribution channel.
Reintermediation
A type of reintermediation that occurs when new intermediaries emerge to disrupt traditional distribution channels.
Countermediation:
how marketing communications are used to inform customers and other stakeholders about an organization and its products.
Promotion variable
how an organization’s staff
interacts with customers and other stakeholders during sales
People variable
tangible expression of a product and how it is purchased and used. In the online context, it refers to the customer’s experience of the company through digital channels.
Physical evidence variable
methods and procedures companies use to achieve all marketing functions.
Process variable
