SU 7: Branding in the Digital Era

Question 1

What are the concepts of branding in the digital era

Answer 1

> Gaining consumer insight: refers to observing consumers’ behavioural patterns through data analysis to make strategic adjustments to proactively better understand them and meet their needs

> Having the relevant differentiation: allows them to search and compare a variety of products and services

> Delivering on the brand’s promise:

> Starting with a simple idea: customers are being bombarded with a lot of information within the digital space, so it’s essential for brands to keep it simple.

> Establishing a clear brand voice: the tone and style of a brand’s voice should be specific and intentional so that it is easily recognisable.

> Following a customer’s journey: refers to the sum of all the experiences that a customer has when interacting with the brand

Question 2

What are the 4 phases in the customer journey

Answer 2

1. The initial consideration phase: when customers consider a brand based on exposure to a recent touchpoint and perceptions of the brand.
2. The evaluation phase: when consumers gather information on brands and evaluate what they want.
3. The purchase phase: when the consumer selects the brand and makes a purchase. During this stage, brands should convince consumers to buy their brand
4. The post-purchase phase: when the consumer builds expectations based on the experience and will use these expectations for future considerations. If the experience was positive, consumers may enter the loyalty loop which takes them to the purchase stage.

Question 3

• What are the eight different digital marketing tools used for online branding

Answer 3

• Websites:
• Search engine marketing:
• Mobile marketing: involves reaching out to the audience through their mobile devices using various channels (SMS marketing, mobile web, mobile app, QR code, geolocation)
• Email marketing:
• Blogs and podcasts:
• Social media marketing: aims to use various social media platforms to promote brands, connect people, and exchange ideas online (social networking sites, video & picture sharing sites, user generated content)
• Online advertising: (paid media, earned media, owned media)
• Innovative technologies: new technological advancements aimed at enhancing overall business operations and gaining a competitive advantage (virtual reality, augmented reality, artificial intelligence). For example, AI and machine learning to assist snappy chef in various areas like supply chain management to deliver

Question 4

• Describe the concepts of digital signage, cohesive and integrated branding and transmedia with appropriate examples

Answer 4

> Digital signage - allows brands to create a digital experience in physical locations that catches the consumer’s attention and encourages brand engagement and interaction. ( for example a digital map in the middle of the mall

> Cohesive and integrated branding - by ensuring cohesiveness, brands are able to create differentiation, and increase recognisability and memorability of the brand among consumers.

> Transmedia - a holistic storyline that is developed across different platforms.