How Brands Gain Successful Exposure On The Market, And The Way They Build Relationships With Consumers

Introduction: In this task I will describe the role of internet marketing within its modern marketing operation. This task will be related to how adidas operate with the use of internet marketing and how they’ve coped with the changes of modern marketing in recent years. In addition I will also relate different aspects to different businesses .The following below would be accessed:

A significant number of the respondents are interested in being informed about their favorite brand and some are also willing to give feedback to the brand manufacturer, regarding the product, which in turn shows a desire for communication.

Brand positioning can play a pivotal role in the overall success of a brand and is described in the following ways. Kapferer (2008 p. ) argues that “brand positioning is about emphasising the

I hereby declare that this dissertation is my own original work and is the result of my own investigations.

Media has been the main channel through which marketers convey their brand messages and promote their products since 18th century. The traditional marketing model, which is the combination of companies, advertising agencies, and media, has worked well ever since. However, with the rise of Internet, the key role in branding played by conventional media, which comprises print media and broadcast media, has been increasingly challenged (Palmer & Koenig-Lewis, 2009). Marketing budgets has been greatly shifted to online channels (Jennings, 2007).

Lately, there have been issues of brand management on the internet. The new digital tools require a lot of adjustments at the executional stage. According to Chaffey (2000) Internet marketing success depends on the sites interactivity features. Also added that a brand’s presence online should be conceived in a way that is sympathetic to the technology and the environment. Many brands fail in the execution of different features resulting in customers’ needs and expectations not being met says Hewson and Coles (2001) The consumer still looks up to the luxury brands although the bond is presently being evolved beyond the existing “top-down” model. (Okonkowo, 2009) The percentage of online shoppers and the sales of luxury brands have been on a positive growth. In spite of the growth, it’s not clear that what drives the consumers to shop online and whether they would be interested in shopping if attractive online stores were introduced. Therefore, what factors affect consumers to shop online will be examined here. A framework is necessary to develop the complex system and determine these factors, influences and buying behaviors of the consumer. (Perea, 2004) Affluent consumers use the internet as their powerful source of information about the luxury products and it is necessary that they have an online presence.

The digital age has placed the power firmly in the consumer’s hands and also provided the means for those demands to be met. Modern day companies including car producers such as Ford create products based on the individual customer’s requirements. The colour, size, additional features and tyres can all be selected in advance, before the design is sent to the place of manufacture. Just in time production methods mean that this process can happen with immense speed and the customised product can be ready to drive within a matter of hours. This alteration in consumer buying patterns means that now instead of selling an individual product, advertisers are conveying a lifestyle and ideal for consumers to aspire to. The individualisation people feel through digital means that there is a far greater desire to convey a sense of self. After all, as the world gets bigger, it becomes harder to stand out from the crowd. Many brand’s strategies have fed from this insight in the past and through shared aspirations, values and style, create loyalty to the products, which become status symbols. Social media and blogs in particular, feed this ever increasing approach to advertising.

Today, brands play a bigger role in our lives than ever before. They’re texting us, tweeting us, and occasionally even insulting us. The ways brands interact with consumers has evolved, and so have shoppers’ expectations. Consumers have come to expect a higher

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

The relation brand-consumer changed aspect. The brands have to watch henceforth what people say of them on these social media and to begin the dialogue with their consumers to make sure to keep a good "e-reputation" and to enter a relational optics with their customers. But they can also benefit from these digital social networks to try to create consumers' community on-line "ambassadors" around them, to federate them and to develop loyalty of them thanks to a communication and specific tools.

Trailers or advertisements for movies in 3D are shown increasingly at movie theaters. No longer are surround sound and high definition sufficient for sophisticated viewers. With the advent of new technology and new ways to film shows and movies, television makers are looking at ways to improve the viewing experience. Enter the 3D HDTV set, which retails anywhere from $1,500 to $8,000 with battery- operated 3D glasses that cost around $200.

Advertising agencies today are confronted with the ever-evolving nature of technology and new applications that are continually being devised. Traditional advertising methods such as billboards, newspapers, magazines, radio and even broadcast television advertising are becoming less effective due to the significant increase in the number of platforms for getting messages to target audiences. In my essay I will discuss the challenges that the digitalization of communications has had on advertising agencies and its effects on consumers, the media and brands, with examples of how these companies are overcoming these problems to solve their clients’ brand or business issues.

The age is firstly included. Though the target respondents are Chinese young consumers, the researcher still want to have a further look at the difference between different age intervals of the young group. The gender is expected to be recorded because male consumers may have different attitudes towards luxury digital branding with female consumers. Also, the region of living is included since the economy conditions as well as the engagement of digital technologies are different in cities of different tiers. In addition, the education level will be specified the five general degree which are high school, college degree, Bachelor’s, Master, and Doctoral degree, which may affect their understanding in digital branding. Finally, the frequency of luxury consumption is included as one of the measurements of consumers’ involvement in digital fashion branding.

3. Exploration of a range of digital marketing strategies with explanations of how they integrate with traditional marketing.

Digital media is more than a new form of communication, it is an entirely different world of social interaction. The internet allows an instant, direct and interactive experience between businesses and consumers that encourages much more consumer involvement than ever before. Marketers have seen a gradual decline in traditional advertisement methods, and have shifted to a more social media based marketing campaign. The fundamentals of marketing need to be updated to keep up with the fast-paced lives of consumers. Companies who are not taking advantage of this digital platform will most likely fail no matter how large