The core of digital marketing success - comprehensive brand management
Posted: Thu Feb 20, 2025 4:14 am
Building a brand is like interacting with friends. How do you want your friends to see you and what impression do you have of you? You will shape yourself in this direction.
In the past, in physical locations, you could use decoration, music, furnishings, and the entire store atmosphere to enhance the brand impression. But today, with the switch to e-commerce, the devices used by customers and the transaction scenarios are more diversified. To buy the same perfume, you may be able to shop on the subway, on the sidewalk, on campus, or even morocco mobile database in the toilet. Without the surrounding situation shaping, you must rely more on the previous impression building. Making customers think of you when they think of a certain product/service will be an important skill to win in the digital marketing world.
Before we start talking about how to build a brand, let’s give some famous brand examples. When you hear the word Apple, what do you think of? design? Innovation? Apple’s brand spirit is “Think different”.
When you talk about Disney, you will feel "joy and dreams". When it comes to the spirit of "independent adventure" of Harley motorcycles, you can imagine what kind of personality people who ride Harley motorcycles have.
When talking about McDonald's, some people will remember the slogan "Just for you", while others will think of the atmosphere of "family dinner and fun" at their childhood birthday parties.
In your mind, which brands do you think are good brands and what is their brand spirit?
David Ogilvy, founder of Ogilvy, defines brand as:
A complex symbol. It is the intangible sum of brand attributes, name, packaging, price, history, reputation, and advertising methods. Brands are also defined by consumers' impressions of them and their own experiences with them.
When we want to build something complex, we must first understand what resources we have available at the moment. Similarly, before building a brand, we must take inventory of our brand assets.
Brand assets can be divided into six aspects
Reputation: Is it endorsed by influential people and accepted by the community?
Channel: Does the brand play a leverage role in the channel?
Image: Is it strong and resonates with consumers?
Product: Is the functionality sufficient to support the brand?
Customers: Is there a group of loyal customers?
Visual: Is the brand presentation clear, consistent, and differentiated?
You can take out a piece of paper and write down the six elements as shown in the picture below, and then use sticky notes to write down the current status of your brand for each aspect.
Can you guess which brand we are using as an example in the picture below?
In the past, in physical locations, you could use decoration, music, furnishings, and the entire store atmosphere to enhance the brand impression. But today, with the switch to e-commerce, the devices used by customers and the transaction scenarios are more diversified. To buy the same perfume, you may be able to shop on the subway, on the sidewalk, on campus, or even morocco mobile database in the toilet. Without the surrounding situation shaping, you must rely more on the previous impression building. Making customers think of you when they think of a certain product/service will be an important skill to win in the digital marketing world.
Before we start talking about how to build a brand, let’s give some famous brand examples. When you hear the word Apple, what do you think of? design? Innovation? Apple’s brand spirit is “Think different”.
When you talk about Disney, you will feel "joy and dreams". When it comes to the spirit of "independent adventure" of Harley motorcycles, you can imagine what kind of personality people who ride Harley motorcycles have.
When talking about McDonald's, some people will remember the slogan "Just for you", while others will think of the atmosphere of "family dinner and fun" at their childhood birthday parties.
In your mind, which brands do you think are good brands and what is their brand spirit?
David Ogilvy, founder of Ogilvy, defines brand as:
A complex symbol. It is the intangible sum of brand attributes, name, packaging, price, history, reputation, and advertising methods. Brands are also defined by consumers' impressions of them and their own experiences with them.
When we want to build something complex, we must first understand what resources we have available at the moment. Similarly, before building a brand, we must take inventory of our brand assets.
Brand assets can be divided into six aspects
Reputation: Is it endorsed by influential people and accepted by the community?
Channel: Does the brand play a leverage role in the channel?
Image: Is it strong and resonates with consumers?
Product: Is the functionality sufficient to support the brand?
Customers: Is there a group of loyal customers?
Visual: Is the brand presentation clear, consistent, and differentiated?
You can take out a piece of paper and write down the six elements as shown in the picture below, and then use sticky notes to write down the current status of your brand for each aspect.
Can you guess which brand we are using as an example in the picture below?