Article Analysis: 'Branding in the Digital Age' by David Edelman

One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.

Marketing has historically been defined by the four foundational elements of place or distribution, promotion, pricing and product. These four aspects of marketing have served the definition of this strategic area of business well over the last several decades marketing has existed as a discipline in business. Yet over time the 4Ps of marketing have given way to a more dynamic approach to creating and sustaining relationships with customers. The onslaught and en masse adoption of social media and social networks have led to an increasingly vocal and assertive customer base across both business-to-business and business-to-consumer marketplaces (Bernoff, Li, 2008). The 4 Ps are not agile and flexible enough to manage the many differences in customer relationships, the development of loyalty, and the mercurial change in how customers choose to learn and buy that has been accelerated by social networks. The greatest challenge for marketers today is to move beyond the relatively fixed and rigid of marketing from the past and embrace the future. The intent of this analysis is to compare two definitions of marketing from peer-reviewed research in addition to providing a personal definition. The critically important aspect of marketing from an organizational success standpoint is discussed as well, with three separate examples provided to further provide insight and illustration of how critical marketing is to

Chui, M. (2011, November). Mckinsey & Company. Retrieved June 10, 2014, from Inside P&G's Digital Revolution: http://www.mckinsey.com/insights/consumer_and_retail/inside_p_and_ampgs_digital_revolution

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

Customers enable the organization to treat each customer in a different way on the basis of the contribution they make towards the firm (Kleinaltenkamp & Wengler, 2007). The analysis of customer lifetime value aids the organization to rank and order customers on the basis of their contribution to organization’s revenues. It also helps the organization to determine as to how much it can invest in retaining customers to gain positive returns on the investment.

I agree with the theorem that successful brands are built on successful products entirely for some product categories but partially for others. Products which meet a genuine customer need can become successful brands with minimal marketing effort by merely having a solid product that meets a need. Products which fulfill a desire must work on their branding in order to become successful

Today, we are living in the age of information technology. Internet has brought revolution in every sphere of life. It has changed the way of our thinking, working and living. Last decade of 20th century witnessed major market players leaping to cash the dividends of this breakthrough. All major companies of the world are now utilizing the internet as an alternative channel for promotion and selling of their products. This paper critically analyzes the impacts of this transformation on the traditional channels and customers thereby focusing on future of the world markets. The research is backed by critical analysis on various aspects related to marketing channels around the world. At the end there are some useful guidelines for

This paper will explore the potential evolution of the role of consumer marketing. I will examine the role of the retailer and the consumer on the Internet and the vital changes retailers must incorporate to stay competitive in the marketplace. In addition, I will discuss the role of personalized marketing, traditional advertising versus online advertising, changes in the marketplace attributable to globalization, the implications of interpersonal communications, and management of the 5Ps.

Charlene Li and Josh Bernoff found comparable customer behavior dynamics and a strong re-ordering of the balance of power in customer relationship due to the Internet when they were researching their best-selling book Groundswell (Bernoff, Li, 2008). The marketing concepts of customer lifecycle management and customer lifetime value (CLV) in addition to the mindset emerging in marketing of seeing relationships with customers more important than transactions (Edelman, 2010). Unifying all of these concepts is a strong orientation towards delivering an excellent customer experience, especially online where customers are drastically redefining how websites are used

Lush Ltd. is a cosmetics retailer headquartered in Poole, Dorset, United Kingdom. The company was founded by Mark Constantine, a trichologist and Liz Weir, a beauty therapist. They met in a hair and beauty salon in Poole, England. A few years later, they decided to branch out and start their own business selling natural hair and beauty products.

For decades the foremost emphasis of business managers has been the quest of customer satisfaction. However, in an increasing competitive atmosphere, organizations have come to realization that customer satisfaction is not sufficient; but rather that delighting the customer is the key to longevity. (Yang, 2011).

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Advances in technology have repeatedly disrupted the way that businesses interact with their customers. The explosion of digital channels has resulted in a shift in the balance of power; where once companies could dictate the manner in which customers could interact with digital assets, changes in technology have led to changes in customer expectations, forcing companies to adapt or perish. In this age of empowered, demanding customers, how can

There is no doubt that the customer is king because without customer, there is no business. Today, brand can easily attract or lose customers. With the increasing number of social platform and numbers of creating account, customers’ voices are raised among social media, web sites or forum. In fact, we can observe that, nowadays, customers don’t hesitate to question brands, to congratulate, to criticize and even to require that brand deliver them messages adapted to their profile and their interest. Particularly with

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.