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

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Branding in the Digital Age Introduction In the article Branding in the Digital Age (Edelman, 2010) author and research David Edelman successfully illustrates how the Internet has re-ordered the balance of power between consumers and the brands they develop loyalty to over the long-term. His premise of the article is based on how successfully the Internet is transforming buying decisions into a more egalitarian- and trust-based relationship between marketer and customer. The concepts he bases his Customer Decision Journey (CDJ) on is predicated on a foundation of mutual benefit and trust between customer and marketer. The four phases of the CDJ, which are Consider, Evaluate, Buy and Enjoy, Advocate, and Bond are more oriented towards a lifetime relationship with customers versus the completion of a transaction. 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

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