WK 2 Brand Management
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Brand Management - How Digital Customer Behavior Is Changing Brand Management : MarketingProfs Article

Brand Management - How Digital Customer Behavior Is Changing Brand Management : MarketingProfs Article | WK 2 Brand Management | Scoop.it
Brand Management - More than ever before, brands today are shaped by customer experiences—including those online. Create positive digital experiences with these four tips that'll help you effectively build and manage your brand ...

Via Fred Zimny
Jae Woo Park's insight:

This article talks about that brand management change. Traditional brand management helps to understand brand to customer and keep focusing on sending brand image and message to customers. However, today a brand manager is deeper, fragmented and more complex and fragile. Nowadays, they are trying to focus on customer relationship and service to understand consumer behavior in market effectively. This article also suggests four key elements to building and managing a brand. Firstly, laser focus on customer behavior and needs. As marketer, you have to understand the motivations, needs, and behavior of your customers. Secondly, cross-channel customer experience planning. Thirdly, Program Measurement That Integrates Follow-Through Measure your program results both qualitatively and quantitatively, and use those results to modify your marketing strategy and tactics. Lastly, Real, Meaningful Value in Your Content and Experiences. Many marketers focus on providing information about their brand's products, but there are many opportunities before that point in a customer's digital journey for the brand to serve up content that is purely educational, or even entertaining.

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Alexandra Sinclair's comment, August 21, 2013 6:46 PM
Jae Woo, I like how you have summarised the key points of this article...interesting what you've said about the digital journey - that brands must now compete not only with regard to their products but also in providing an experience for consumers - by being entertaining or providing a "story" for consumers to engage with.
TSZ HA FUNG's curator insight, August 22, 2013 9:36 PM

At present, most consumers toward used digital channel as they communication channel, marketer should awareness of building a digital communication to management their brand, this article point out 4 key elements to building and managing a brand online, marketer should identify the main social network that consumer use and provide useful and meaningful values information.

Yunqi Zeng's comment, August 22, 2013 11:28 PM
Now days most of the people living in a digital era, which we use the internet and social net woks very often, I agree with Fung that we need to find out the main social networks to provide better information and communicate with consumers.
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What is Branding? And Should Small Businesses Care? - Small Business Trends

What is Branding? And Should Small Businesses Care? - Small Business Trends | WK 2 Brand Management | Scoop.it
Small Business Trends
What is Branding? And Should Small Businesses Care?
Small Business Trends
If you spend any time in marketing circles or reading about marketing, you will bump into the word “branding”.
Jae Woo Park's insight:

This article talks about overall idea of branding. It defined that Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs. Also, branding is creating identity, perception, customer loyalty, awareness so branding is doing those activities and communications, large and small that create and reinforce a brand such as what a company is known for.

Your branding (a noun) is all the elements that make up a brand, whether logo, packaging, colors, reputation for customer service, reputation for customizing customer orders without complaint, speed, self-serve options, low price, high quality — whatever

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Ann Dixon's curator insight, January 12, 2014 12:46 PM


So when you ask the question “what is branding” — it is something that triggers associations in our minds.  Branding is about creating an identity. It’s what sets one company apart from another. In short, it tells us what we can expect from that company.  It’s about the perception people have of the company.

René Slack's curator insight, February 4, 2014 7:43 PM

Having a business "identity" is essential - without it you tend to be lost - no direction, no way forward - you need that  "this is me" to promote, sell and build on. 

Jooyoung Kim's curator insight, March 31, 2014 2:24 AM

This article discusses the overall idea of branding. According to the article, the brand is what sticks in one’s mind about a product, service, or organisation. Successful branding is creating a brand identity that will not only make their business more appealing in comparison with their competitors but also will convince consumers that in a sea of prospects, their business is the only one capable of satisfying their needs. In addition to this, branding encompasses the creation of identity, perceptions, customer loyalty and awareness. Every company, whether small or large engages in these activities and communications to enhance their brand.