Brand Management 6a

Brand management 6
CYBERBRANDING
Why is CyberBranding so
Important for organizations today?!
What is CyberBranding?
 Moving the brand experience online (the Internet) with the same
promise and expectation as any other touch point with the consumer.
Digital Transforms Brand Marketing
 Accelerating consumer diversity. Major demographic shifts required
leading brands to tailor communications and expand product ranges to
maintain market share.
 Increasing media fragmentation. The number of television stations
received by the typical household has increased sixfold since 1985.
Advertising itself became more varied, spreading from the airwaves and
magazine pages to become a ubiquitous presence, adorning everything
from bathroom stalls to race cars.
 Retail landscape makeover. Walmart, Target, and Costco evolved from
regional players to national powerhouses, setting new standards for value
and forcing leading brands to play by new rules
 Maintaining a lead in this environment meant adding a bunch of plays
to the big brand playbook. Certainly, the game had become more
challenging but at its core, it was the same game. Communication was
still delivered through mass media, and consumers still went to stores
to buy your products. Many large brands shed some share points over
this period, but most remained among the leaders in their categories
How is digital different?
 Open. In a digital world, marketers no longer control the presentation
of their brands to consumers nor do they necessarily have the loudest
voice. Anyone can publish content about your brand and that content
is accessible to all. Your competitors are no longer confined to the
brands adjacent to yours on the store shelf. As information and
product choice proliferate, many big brand advantages —such as
media and retail dominance—erode. The playing field begins to level.
 Dynamic. For all their complexity, traditional marketing and media
platforms offer a finite set of ways to engage consumers. Pre-
programmed messages are delivered at predetermined times through
preselected channels. Products are arrayed on store shelves in fixed
preset patterns. Digital removes these constraints. Product exposure,
messaging, and pricing can be customized based on demographics,
prior behavior, search terms, and other parameters. Two consumers
in the market for a facial cleanser can have entirely different shopping
experiences at the very same retailer at the very same time
 Integrated. In their search for the ideal facial cleanser, one of our
consumers finds a new product that claims to work better than a
pricier, more invasive office procedure. Intrigued, she watches a video
about the product, checks out a series of consumer reviews, and e-
mails a skin care specialist who responds moments later. Impressed,
she orders the cleanser—the sale owing to a seamless blend of
marketing, category management, and consumer relations.
Online Consumer Checklist
 How active are my consumers online?
 What types of online activities are they engaged in?
 How does this compare to consumers of other categories?
 How does it compare to other brands in my category?
 What is their openness to various forms of brand
engagement/presence by type of online activity?
Reasons for online shopping
 Convenience- Online is a simpler, faster, more hassle-free way to shop for
frequently purchased products. Online even eliminates collateral shopping tasks
like list-making, by allowing consumers to create and save electronic lists and to
review past purchases.
 Choice– Choice takes a quantum leap online, where holy grail benefits like
customization and personalization are already being delivered today. Online offers
more variety as well, as services like Peapod’s “endless aisles” clearly demonstrate.
 Value - Value isn’t the primary reason most consumers shop for most “everyday”
products online today, but it will become increasingly important as online
shopping mainstreams. Tools to rapidly compare product prices already exist, and
online coupon sites have become the rage in the down economy, with most now
offering “coupon codes” for online shopping.
 Shopping is a more consumer-driven experience online than it is
offline.Whether searching for solutions to a need, directly accessing retailer
sites, or deciding to click on an ad or link, consumers have far more control
over what they are exposed to (and not exposed to) online than offline. And
everything is just a click or two away. This allows enterprising small brands
to “look big.” Through search optimization, consumer reviews and other
social media, and dynamic placement of “in store” ads that appear when
consumers shop the category or select a competitor, small brands can
generate an online presence that is effectively larger than their big brand
counterparts, while serving up compelling messages, and undercutting
leading brand prices—all at the point of purchase.
From brand voice to social voice
Brand voice Social voice
Brand accurately reslected Manifested in several real people
Single, anonymous, one-way Brand is more human
Consistent touch points Two-way and engaging
Unique to the company interaction

Misconceptions of CyberBranding
1.  If you build it they will come…!
2.  There’s a worldwide audience …!
3.  A 24/7 presence means less attention to
customer service…!
4.  The bells and whistles attract people the most…!
5.  The Web creates an equal opportunity…
CyberBranding Tips & Best
Practices:!
 1.  Offer relevant content – update frequently!
 2.  Give people a reason to come back …!
 3.  Make your site user friendly …!
 4.  Ask for feedback and talk to people …!
 5.  Be proactive and responsive …
Marketi
ng
brand hybrid digital
PR
Brand democracy
 Brand democracy is the idea that your brand isn’t what you say it is,
but rather the sum of what everyone else says it is. This has huge
implications for not only how we manage our brands, but also on how
we need to change the very nature of our organizations
Traditional brand metrics
 Traditionally, brand has been measured by asking questions and trying
to judge what someone thinks of a brand, and trying to work out
what this means in regard to potential sales
 Are you aware of the brand?
 Do you like the brand?
 Do you intend to buy the brand?
 If you have purchased, do you intend to do it again?
LEVERAGING SOCIAL MEDIA
 Creating Brand Advocates
Brand advocacy matters because it precipitates commentary
that publicly rewards or indicts brand performance. Digital
allows consumers to amplify brand marketing efforts. Many
will promote the best products and the best marketing,
becoming willing brand ambassadors. Likewise, consumers
will publicly call out brands that perform poorly or behave
disingenuously.
Brand Risks in Cyberspace
 Facebook Misdirection - people exposed to a personal reputational
risk, should extreme political messages begin appearing in their
personal timelines.
 Twitter Libel (black PR)
 Twitter Hacking –
 Fake Reviews
What is the diference between
online brands and brands online?

Brand Management 6a

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Brand management 6

Brand accurately reslected Manifested in several real people

Single, anonymous, one-way Brand is more human

Consistent touch points Two-way and engaging

Unique to the company interaction

brand hybrid digital

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