An examination of branding strategies in light of today's technological developments.
Written in 2009; 2,674 words; 27 sources; APA; $ 80.95
Paper Summary:
The paper discusses branding today and shows how branding strategies and techniques are responding to changing internal and external organizational constraints. The paper then focuses on how to create and sustain trustworthy brands. The paper demonstrates how this involves the generation of a high level of trust and collaboration from both employees and consumers as illustrated by the Nordstrom branding strategy. The paper includes a table of Web 2.0 applications as an appendix to the paper.
Outline:
Executive Summary
Branding's Revolution: Collaborating & Participating with Consumers
Creating and Sustaining Trustworthy Brands with Web 2.0
Internal Collaboration Critical for Branding Consistency
Using Branding to Reinforce Segmentation Strategies
Nordstrom's Moments of Truth and Branding Consistency
Summary
From the Paper:
"There is a reciprocal relationship emerging between brandings' critical success factors globally and the increasing reliance on user-generated media including blogs, Wikis, and in the past, bulletin board systems. The growth of Web 2.0 technologies defined by O'Reilly (2005) is re-ordering the dynamics of branding globally. Table 1 in the Appendix of this report provides an overview of the collection of technologies that comprise Web 2.0. Figure 1 is the map O'Reilly and Battelle created showing how both market and user dynamics are defining social networking (O'Reilly, 2005. et.al.)"
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