The Impact Of Digital Branding On Achieving Competitive Advantage

A study by Dr. Kleppinger defined the personal digital brand as a strategic self- marketing effort, crafted via social media platforms, which seeks to exhibit an individual’s professional persona. While discussing advantages and disadvantages of such marketing effort, Dr. Kleppinger mentions “social media also gives professionals a connection to past, current, and potential colleagues”. This is the one out of many reason, personal branding will be around for a long time. While it allows individuals to not only connect personally

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.

Personal branding is a concept that is geared for all people.  It is not just for famous people. Suze Orman started off like a normal person, but now she carries a strong name brand.  A simple person who wants to be successful and start branding their name.  Years later, they  may become a normal brand name in someone household.   The high increase in online searches and social media platform, personal branding, is relevant. According to Cohen (2014), personal branding is a necessity and marketers need to learn to understand branding.   Cohen (2014) stated personal branding  is required to establishing a good reputation with the consumers, with a good reputation that will be credibility, and personal branding is about enhancing longevity.   This paper will discuss what is needed in personal branding to be successful and why personal branding is important.

Social media is an effective media of communication between the consumers and companies. The companies are using social media for improving consumer engagement and brand lift. This essay gives a brief overview of social media platforms and how effective they have been. It shows that the whole marketing concept has undergone radical transformation due to the social media interaction. The essay ends in conclusion depicting what marketers need to take care in order to have successful social media campaign.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

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

Successfully marketing a product is a fundamental component in remaining competitive in the vicious dog-eat-dog world of business. The rise of postmodernism in society redefined what successful and adaptive marketing looks like and consequently it gave branding a whole new meaning and significance. Postmodernism means different things to different disciplines, yet the general consensus is that it is a contemporary cultural phenomenon (Brown 1996). The postmodern brand model enabled brands to have an identity that connects with its customers by presenting brands in an anthropological view via customer engagement promotions. The gradual domination of social media in western society enables organizations to market their brands to exist beyond

Developing a brand is a process driven by the vision and purpose of the organization. The purpose of the essay is to discuss the concept of brand platform and its elements on the literature of this topic. A coherent brand platform is utmost critical and essential for the success of any organisation. A brand Platform inherently distinguishes any organization from its competitors. The main purpose of this essay is to discuss the foundation of the organizations vision, mission, value, personality and tone. Furthermore the essay aims to discuss Vumatels brand platform and how it could be improved by concluding recommendations.

For this paper, assuming that I am a small business owner, I will examine the power of doing so through various means of social media. Each site I use will be broken down, and I will give an in-depth look as to what techniques and approaches used for promoting my brand. Let’s take a look, starting with the company and its mission.

The article, “When totems beget clans: The brand symbol as the defining marker of brand communities” by Greg Stratton and Jeremy Northcote discussed the differences of brand community with other type of communities. The next important thing is brand symbol which leads the reputation of brand community is not including just in totemic fashion and it raise the number of consumers. It also shows the brands and branded products’ market with new social trends. It is claimed that there are some precise features which set boundaries for a brand community to make it apart from other community structures and it has also a unique set of dynamics. The authors of totem beget clan paper discussed in it, about brand community’s expansion, characteristics, implications and marketing strategies. They explained it with some other writers’ views (Muniz O’Guinn (2001), Anthony Cohen (1985), O’Reilly (2012), Carlson (2008), Cova and Pace (2006), Burgh Govan (2007), Schau (2009), Holt (2004-2006)) and a number of examples such as Apple, BMW and Harley Davidson motorcycles which clearly defines all the views. In conclusion, they raise its importance and overlap it with other social figurations.

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.

In today's era the process of buying, selling and promoting has evolved up to the extent which allows the consumers and sellers to have relative ease in doing their tasks as compared to previous times. It is very common for any buyer to gain knowledge about what it wants to buy and this is exactly the task which has been made extremely easy today by the usage of social media especially the online resources like the internet.

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

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

Online brand managers should indentify this as an opportunity to make use to these media to create a brand identity among the target group of customers. Advent of social networking sites has increased helped the brands which promote online to reach to a larger audience. Two way communication process in the online media has helped the customers also to find solution to their queries and to get valuable opinions and reviews about certain products which they are looking for.