Pres:Digital Marketing - Digital Branding

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Digital Marketing - Digital Branding

Digital Marketing - Digital Branding

Title Digital Marketing - Digital Branding
Target group Students, Beginners
Topics Digital Branding
Go to slideshow Go to print version

Public summary

The goal of this presentation is to teach the student what a brand and brandawareness is, what the benefits of branding are, what influence digital has on creating a brand and how a brand can be created.

Slides

  • What is a brand?
  • What types of brands exist?
  • What is (Digital) Branding?
  • How to create a (digital) brand?
  • Which media can help you build a brand?
  • Best practices of digital branding
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A brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product or service from others in the market.

(Narrowly defined).

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Your promise to the customer

  • Who are you?
  • What do you do?
  • Why do you do it?
  • Who do you do it for?
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  • What is your favorite brand?
  • Does the brand define:
    • Who they are?
    • What they do?
    • Why they do it?
    • Who they do it for?
  • Give concrete examples of how they communicate the answers to the questions above (on their website, social media, tv commercials, etcetera).
Class Assignment.jpg
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Forbes best brands.jpg
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Notes

Brand equity or brand value is a brand's power derived from the goodwill and name recognition that it has earned over time.


  • Higher market share
  • Premium pricing and reduced price sensitivity
  • Lower costs of sales and promotions
  • Reduced threat of competition
  • Higher recognition by consumers, industry leaders, media, investors and analysts
  • Greater employee satisfaction
  • Better positions in search engines
  • ...
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Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.

Expressed usually as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.

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Can you name:

  • A well known soda (drink)
  • A racing car brand
  • A search engine
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What does this logo stand for?

  • Who is this organization?
  • What do they do?
  • Why do they do it?
  • For who do they do it?
United nations.png
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  • Product brands
  • Service brands
  • Corporate brands
  • Non-profit brands
  • Personal brands
  • Generic brands
  • Luxury brands
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  • A brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals.
  • There are many ways to develop a brand strategy amongst which:
    • Brand Key (used a.o. by Unilever)
    • Simon Sinek’s Golden Circle (used a.o. by Apple)
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  • The consumer (increasingly) builds the brand.
  • Digital media allow new ways of brand building.
  • The products/services of the company are becoming digital.
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Notes

Lego has a very active community. The community is mainly composed of adult men, who build elaborate Lego projects, sharing news and images of their creations. The community gives valuable insights into product feedback, new themes and more.


Notes

Mercedes created an Instragram campaign where consumers could 'Build Your Own Mercedes-Benz GLA'. The campaign not only went viral, creating additional publicity but also gave Mercedes insight into which configurations could be expected to be popular. Actual conversion to sales proved to be higher than via other media as people wanted to buy 'their' Mercedes.


Notes

Dave Caroll lost his guitar while flying united airlines. He posted several songs about it (some getting more than 15 million views). He has written a book and is a frequently asked speaker about social media.


Notes

The new media allow much more personal interaction between the brand and the consumer. This allows for new ways of brand building. Starbucks: Has created a user community where people can post ideas for new products and services and vote on them. With 150.000 members it has over the last 5 years implemented 300+ innovations.


Notes

The new media allow much more personal interaction between the brand and the consumer. This allows for new ways of brand building. Harley Davidson: The company has had an active community for decades. The web is now used to reinforce the community by bringing Harley Davidson fans together across the world, e.g. to meet and ride together.


Notes

Uber is a good example of a company which is actually created by its users (drivers and riders).


  • Which other examples can you think of where
    • The consumer builds the brand.
    • Digital media allow new ways of brand building.
    • The company is becoming digital.
  • Add the best examples to the EcommerceWiki.
Class Assignment.jpg
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  1. Think about your brand
  2. Create a consistent brand experience
  3. What are your biggest challenges?
  4. Pick your "shine" moments
  5. Implement your brand in all channels
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  • (Nearly) free media
    • Public Relations (PR)
    • Content Marketing
    • Email Marketing
    • Reviews & Testimonials
    • Guerilla marketing / viral marketing
    • Social_Media_and_Services
    • Community_Management
  • Paid tools
    • Affiliate Marketing
    • Search Engine Advertising
    • Sponsoring
    • (Branded) events
    • Advertising
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Notes

This video tells the origins story of Johnnie Walker (featuring Robert Carlyle). It is about how a Scottish farmer turned his product into a world-famous brand. After selling the family farm, he starts a grocer’s shop and creates his own blended whisky, ensuring it tasted just as good every time. After that, Johnny Walker has to endure the British Industrial Revolution and other dynamics times throughout history. What the story conveys to the audience is: follow your own “quest”, keep walking! Values: entrepreneurship and being innovative/creative.


  • Select a product you like
  • Create a completely new brand
    • Who are you?
    • What do you do?
    • Why do you do it?
    • Who do you do it for?
  • Create a mood board/presentation
  • Present your brand
Class Assignment.jpg
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  • Basics: What is a brand, branding, (un)aided brand awareness, brand equity, brand strategy.
  • Brand: Who, What, Why, Whom
  • Advantages: a.o. premium pricing, reduced price sensitivity.
  • Tools for branding: brand key and golden circle.
  • Impact of digital: consumer power, new brand building tools, products/services are becoming digital.
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The End.jpg
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