Branding Strategies

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.)"

Sample of Sources Used:

• Achrol, R. S. (1991, October). Evolution of the marketing organization: New forms for turbulent environments. Journal of Marketing, 55, 77-93.
• Antonacopoulou and Kandampully (2000). Alchemy: The Transformation To Service Excellence. The Learning Organization. 2000
• Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. http://www.proquest.com (accessed June 4, 2008).
• Lindsay Blakely (2007, July). One-Man Brands. Business 2.0, 8(6), 79-86. Retrieved June 4, 2008, from ABI/INFORM Global database. (Document ID: 1288050941).
• Blasberg, J & Vishwanath, V., Allen, J (2008). Tools for converting consumers into advocates. Strategy & Leadership, 36(2), 16-23. Retrieved June 9, 2008, from ABI/INFORM Global database. (Document ID: 1442662001).

More papers on Branding Strategies:

• Dissertation or Thesis # 128717 : "Branding Strategies"
• Research Proposal # 147145 : "Global Branding: A Research Proposal"
• Research Paper # 144034 : "Global Branding Strategies"

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