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Branding

Digital Branding Marketing Dissertation

Digital Branding – The Impact of Digitization on the Branding Process: Economic Opportunities and Risks

Digital Branding – The emergence of digital economies and markets has necessitated companies to rethink how they influence and create consumer impressions. Even today, consumers are still brand thinking is still exist just as in the traditional days. However, today, the competition is much stiff and the market much complex. Brands have to depend on social media to engage their consumers, sell their products and also create a following. Today, a brand is seen as a competitive edge of reference, a guarantee to consumers for long term sustainability and security, and dedication to delivering emotional, functional and economic benefits. Such a definition only increases obligations for business to perform, keep innovating while simultaneously keeping cost down. Overall, branding is just a way to justify the price, the quality, functionality, and the product appeals.

To achieve this, companies, even the biggest of them all must depend on digital channels to establish responsive engagement programs for communicating their justifications. However, for the process to be effective, they must understand the consumer because contemporary branding must adopt a consumer centric approach. More importantly, branding is about creating an exceptional experience and lasting impressions in the minds of consumers. Basically, a firm must be able to command attention of consumers with each new product, invention or development. Companies such as Apple who are the global leaders in sale of electronics are able to command such attentions. They have been able to establish themselves as an authority in the field of electronics. Essentially, this is the goal of every small or large corporations. Each company wants to have a dominating factor that differentiates themselves from competitors. This is why there is so much potential in digital branding. They have no boundaries when it comes to engaging consumers.

Dissertation Research Questions

  • How can digital branding contribute to SME’s growth, development and capacity to compete in today’s markets?
  • What inputs and factors determine successful digital branding?
  • Which process of digital branding holds merits in garnering more opportunities and eliminating risks?
  • What is the best way to increase conversation rates to more sales, better visibility and consumer engagement?
  • How to make digital branding data actionable?
Digital Branding Marketing Dissertation
Digital Branding Marketing Dissertation

Dissertation Contents

1 – Introduction
Problem Statement
Research Questions and Hypotheses
Research Questions
Hypotheses
Significance and Purposes of Dissertation
Methodology
Dissertation Structure
Limitation of Study
Definition

2 – Literature Review
Historical Review: Evolution of the Branding Process
Branding before the 1970s
Branding in the 1970s and 1980s
Branding in the 1990s and 21st century
Theoretical Review: Theories of Digital Branding
Customer Based Brand Equity Theory
Applying the Customer Based Brand Equity Theory
Empirical Literature
Dynamics of Digital Branding in an Interactive and Participative Business Environment
Digital Content and Online Presence
Digital Communication Model
Digital Customer Experience
Digital Branding Communication Tools
Content Branding
Social Media Branding
Brand Identity, Image, Trust, Loyalty, Reputation, Equity in Digital Era
Brand Identity
Brand Image
Brand Trust and Reputation
Brand Loyalty
Collaborative Branding
Corporate Branding
Consumer Behavior in Digital Marketing
Consumer Behavior and Behavioral Biases
Innovation in Digital Marketing – Brand Leveraging and Brand Building
The Red Bull’s Brand Leveraging Strategy
Innovative Brand Building
Content Integration – User and Firm Generated Content
User Generated Content (UGC)
Firm Generated Content (FGC)
Digital Branding Story Telling and Consumer Engagement
Storytelling in a Branding Perspective
Storytelling on Social Media Platforms
Brand Reputation Management – Organizational Rejoinders to Negative Brand Stories
Online Reputation Management
Monitoring – Analyzing – Influencing
Digital Branding Implication on Offline Brand Management

3 – The Ultimate Digital Process – Case Studies of Digital Market Leaders
Uber Digitalization Process
Amazon Digitalization Process
American Express Digitalization Process
Airbnb Digitalization Process
Tesla Digitalization Process

4 – Findings and Analysis: Economic Opportunities and Risks in Digital Branding
Statistics – Visual and Informatics
Data Tables, Figures, and Statistics
Confirmatory Analysis
Exploratory Analysis
Descriptive Analysis – Demographics, Quotations, Data Paraphrasing
Economic Opportunities in Digital Markets
Opportunities in Growth
Opportunities in Product Development
Opportunities in Service Improvement
Opportunities in Diversification
Opportunities in Lead Generation – Cross Sell, Upselling, and Retaining
Increase in Operational Efficiency
Finances – Higher Profits, Less Costs, Pricing, Underwriting
Brand Extension
Risks in Digital Markets
Risks in Reputation Management
Risks in Competition – b2b Engagement
Risks in Content Integration and Channel Conflict
Financial Risks – Budgets, Lower Revenue, Price Volatility
Cybercrime
Obsolete Models, Strategies or Products/Services
Inaction and Lower Retention
Distribution Challenges

5 – Discussion
Compare Findings to Theories
Brand Reputation
Brand Image
Brand Identity
Answering the Research Questions
Answering the Hypothesis
Practical Implications of Dissertation
Pedagogical Implications of Study
Future Areas of Research
Creating an Action Plan for Digital Markets

6 – Recommendations
Choosing a Brand Personality
Winning Strategies in Digital Markets
DRIP Framework
Blue Ocean Strategy
Literacy in Digital Branding
Creating Responsive Digital Platforms
Creating Digital Content
Integrating Digital Platforms

7 – Conclusions

Bibliography

View This Dissertation Here: Digital Branding Dissertation

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Brand Management Reputation Marketing

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Brand Management Reputation Marketing

Reputation and Brand Management

Title: Reputation and Brand Management. In the recent years, some companies have been paying little attention to managing their reputations. Although the image of some companies is at risk, they do not see the risk posed by the loss of reputation (Issacharoff & Rave 2013). The BP oil spill accident was one of the largest environmental crises to happen in the recent times because it affected both the marine life and the human sector (Issacharoff & Rave 2013). Although this accident may not have affected the company directly in terms of financial performance, it lost part of its reputation. The company spent a lot of money on restoring the undermined image, although its efforts were not largely successful. The reputation of BP was made even worse by the responses given by the CEO Tony Hayward (Economist, 2018). In particular, the CEO tried to shift blame to other parties without taking full responsibility and making the necessary efforts to curb the situation.

Despite some of the bad remarks made by Hayward, when the accident happened, the company tried as much possible to curb the situation. Even James Ross, the Chairman of BP in the U.S., decided to go to the scene and estimate the level of the accident in order to see how the damage can be minimized. In just two hours after the accident had occurred, BP opted to send skimming team to the accident scene (Du, 2012). In addition, after 24 hours, BP had had already sent about 36 specialists to the site, which was a crucial step due to the fact that it reduced damage which has been caused to the company’s reputation. The measures taken succeeded in one way or the other. The company should have focused further on how to deal with the situation instead of spending a lot of money on PR exercise.

Volkswagen Company in 2015 was involved in emission scandal, whereby EPA issued a statement stating the company had greatly violated the Air Act (Ewing, 2015). According to the report released by EPA, it is clear that their TDI engines emitted a few poisonous gases after conducting a laboratory test, whereby in the real sense it was not the case because these engines emitted about 40 times more poisonous gases (Benjamin, 2018). The scandal affected the reputation of the company because the diesel emissions from the engines made by Volkswagen are not currently considered suitable due to not being environmentally friendly.

In order to solve the problem, Volkswagen came up with ways of reducing the diesel emissions. First of all, the company acknowledged the fact that they were involved in manipulating the tests conducted to investigate the vehicle emissions. The CEO himself apologized to the customers by admitting that the scandal had completely damaged the public trust and customers as a whole (Zhang et al., 2016). In addition, the company decided to pay the fine as result of damage caused by the diesel emissions, although it was costly to the whole organization. The effort made by the company to compensate for the damage caused by the pollution proved to be important because after some time, Volkswagen started to regain its lost customers sales, brand management and Reputation.

Brand Management Reputation Marketing

Also, Wells Fargo scandal was one of the biggest financial crimes committed ever, whereby the bank intentionally created more than 2 million fake accounts (Corkery, 2013). According to the report conducted in 2016, it was clear that this scandal inflicted a lot of damage to the Company because its reputation was largely damaged. For example, negative perception towards the bank increased from 15% to 52% after the criminal activity was revealed, which means that the bank had to witness decreased loyalty and the number of customers as result of the scandal (Corkery, 2013). Most of the customers started leaving the bank because it had already lost its reputation.

Brand Management Dissertation
Brand Management Dissertation

Further, the management of the bank tried as much as possible to restore its image at all cost. For example, after the occurrence of the scandal, it decided to pay compensations to some victims. The bank wasted significant costs on settling the damage done to its reputation by the scandal. For example, it had to pay $ 185 million in order to settle the charges resulting from the manipulation (Mims, 2017). In addition, the bank paid 570,000 customers, whom the company claimed to have taken car loans without their permission (Mims, 2017). After making efforts to compensate the affected customers, the bank’s activity started to alleviate the situation. For example, it managed to win back the faith of some of the loyal customers. In addition, the reputation of the company started to improve to some extent because it made efforts to rectify the fault.

References

Corkery, M. Wells Fargo Struggling in the aftermath of Fraud Scandal. The New York Times, 2013.

Du, S., & Vieira, E. T. Striving for Legitimacy through Corporate Social Responsibility and Brand Management: Insights From Oil Companies. Journal of Business Ethics, 110 (4), 2012: 413-427.

Economist. “A year on, Wells Fargo cannot shake off its mis-selling scandal”, 2018.

Ewing, J. Volkswagen says 11 Million Cars Worldwide are Affected in Diesel Deception. The New York Times, 2015.

Issacharoff, S., & Rave, D. T. The BP Oil Spill Settlement and the Paradox of Public Litigation. Louisiana Law Review 74(2) 2013: 397.

Kervyn, N., Chan, E., Malone, C., Korpusik, A., & Ybarra, O. Not All Disasters are Equal in the Public’s Eye: The Negativity Effect on Warmth in Brand Management Perception. Social Cognition 32(3) 2014: 256-275.

Mims, J. H. The Wells Fargo Scandal and Efforts to Reform Incentive-Based Compensation in Financial Institutions. NC Banking Institute 2(1) 2017: 429.

Preston, Benjamin. “Volkswagen Scandal Tarnishes Hard-Won US Reputation as Green Company.” The Guardian, 2018.

Zhang, B., Veijalainen, J., & Kotkov, D. (2016). Volkswagen Emission Crisis: Managing Stakeholder Relations on the Web. In Webist 2016: Proceedings of the 12th International conference on web information systems and technologies. Volume 1. Scitepress, 2016

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Did you find any useful knowledge relating to brand management and marketing reputation in this post? What are the key facts that grabbed your attention? Let us know in the comments. Thank you.

Dissertation E-Marketing Strategies

E-Marketing Strategies for Changing Brand Perception – A Case Study of Nike

E-marketing manages to promote the product across the globe so that required market can be grabbed in a short interval of time. Academics suggest that e-Marketing strategies are found to be effective in this era as customers are more related to the technology this is why E-marketing supports in the quick expansion of product. The study is based on the case of Nike and its consumers, therefore the target respondents of the study included the consumers of the brand Nike.

In addition to this the marketing managers of Nike were also participants if the research since their views were important for evaluating the online marketing strategies used by a brand and its impact realized at the company’s end. A comparison of traditional approach and modern approach of marketing has also been presented to assess that which marketing communication channel is appropriate for an organization and what are the benefits an organization can acquire after the application of modern marketing approach. This study supports in understanding the involvement and impact of involving technology in the marketing procedures; the impact of such practices in the advancement of the sales of the firm is also stated as the scope of the study.

E-Marketing Strategies Dissertation
E-Marketing Strategies Dissertation

The assessment of the impact of E-marketing in shifting the customer’s perception is the significant fact that further supports in understanding the importance of advanced technologies in marketing. In this era, internet has become the basic tool that has been used by the customers for their daily routine affairs; internet is known as basic implement that has been expended for communication, business, shopping and other affairs. Moreover, in this study, the impact of different strategies such as emailing, text messaging and visual messaging on the consumers’ brand perception is realized through this study.

Dissertation Objectives

In order to conduct the research, it is important to create some objectives based on which the conclusions and analysis can be made. The objectives of the research are cited below:

  • To study the conceptual framework of e-Marketing tools used by organizations
  • To highlight the use of e-Marketing by organizations to boost brand image
  • To analyse the impact of e-Marketing on the brand image of Nike
  • To present a set of recommendations to Nike on how to improve their brand image and use e-Marketing tools

1 – Introduction
Background of the Study
Problem Statement
Research Aim
Research Objectives
Research Question
Scope of the Study
Motivation of the study
Outline of the study

2 – Literature Review
Concept of E-Marketing
Traditional Marketing in contrast with E-Marketing
Framework of E-marketing Tools and Techniques
Strategies of E-Marketing
Advantages and Disadvantages of E-Marketing
Brand Image
Brand Perception of Customers
E-Marketing and Brand Image Integration
Benefits of E-Marketing and Brand Image Integration
Chapter Summary

3 – Methodology
Research Framework
Customers’ brand Perception
E-marketing Strategies
Email technique
Visual illustration of text message
Means for social sharing
Hypothesis Generation
Pilot testing
The Variables and Measurements
Sampling and Data
Sample Selection
Sample Size
Description of Data
Data Collection Instruments
Techniques for Data Analysis
Ethical Consideration

4 – Data Analysis
Reliability test
Descriptive Frequency Analysis
Regression analysis
Hypothesis assessment

5 – Discussion
Discussion

6 – Conclusion
Findings of the Study
Area of Future Studies
Recommendations
Limitations of the research

References

Appendices
Questionnaire

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I hope you enjoyed reading this post on E-Marketing Strategies for Changing Brand Perception and how it affects Nike. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Marketing Essays for University Students

Marketing Essays for University Students

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Marketing Essays
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Branding Essays| Advertising Essays

Branding Dissertation Burberry

Brand Identity and its Impact on Consumer Loyalty – A Study of Burberry

Branding Dissertation

Title: Branding Dissertation Burberry – Corporations spend a great deal of resources emblazoning their image – using every conceivable space and all available communication media in effort to secure a position in the minds of fickle consumers. It is deemed by organizations to be a good use of time and money to create and maintain an awareness of their brand as set apart from the competition. Regardless of the sophistication or the scope, brands are a standard means of identification and differentiation within any proprietary framework. With increasing emphasis on brand, branding and logos in order to establish identity among the consumers and buyers, it has become imperative to understand how brand identity influence purchase behaviour and the loyalty of customers. Many researchers have explored the phenomenon of brand identity and presented the belief that people connect to brands for the same reasons they join cults. Through brands such as Apple and Harley Davidson, people find meaning and experience community. In his research he uncovered profound, almost cult-like loyalties to brands, among everyday types of people. He states that the brands themselves are the new religion. This cult-like brand loyalty necessarily attract a great attention to explore and examine how and why people become loyal to a certain brand and how brand identity can play a vital role in retaining them a loyal customer over a long time. Brand Identity can be described as a promise. It is given to a customer to expect some things may it be product quality, service or price. It varies from brand to brand.

Branding Dissertation Burberry
Branding Dissertation Burberry

The focus of this study is to examine the relationship between brand identity and consumers loyalty towards particular brands. The researcher is especially interested in exploring the brand identity in fashion industry. The researcher will thus attempt to examine how famous brands have attracted the attention of consumers, whether the brand image can make consumers loyal to the products associated with it and how consumers perceive the important of a good brand for their purchase intention. The fashion world is currently exploding with brands that have leaped from the back racks into store window displays. But none has resurfaced as boldly as Burberry. Distributed through Burberry stores as well as specialty retailers, Burberry is an international luxury brand with a distinctly British origin and sensibility.

Dissertation Objectives

  • To define brand identity after the review the current and classical literature in the context of consumers purchase intention and loyalty for the brand.
  • To investigate the relationship between brand identity and successful marketing strategies
  • To examine the importance of brand identity from consumers perspective

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