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Brand management
Dr. Do Khac Xuan Diem
Email: [Link]@[Link]
Chapter 9
Branding in the digital era
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Learning objectives
• Objective 1: Describe changes in marketing and consumer behaviour in a digital era
• Objective 2: Define brand engagement and understand the brand engagement pyramid
and key drivers of brand engagement
• Objective 3: Understand digital communications and the various options available
Learning objective 1:
Describe changes in marketing and consumer
behaviour in a digital era
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Key changes in a digital era
Discuss key changes in marketing and consumer behaviour in the digital era
1. Changes in the consumer decision journey
2. A sharp increase in buying via online retail channels
3. A shift in advertising and promotion expenditures toward digital channels
4. The rise of many-to-many communications
5. A dramatic increase in consumer touchpoints
6. A tremendous increase in data availability
7. The use of digital personalization
8. A loss of control over the brand message and the co-creation of brand meaning
9. The role of user experiences
[Link] growth of brands as cultural symbols
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Learning objective 2:
Define brand engagement and understand the
brand engagement pyramid and key drivers of
brand engagement
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Consumer brand engagement
Consumer brand engagement is defined as a consumer’s willing to invest time, energy,
money or other resources in the brand beyond those expended during its purchase or
consumption (Keller and Swaminathan, 2020).
Customer brand engagement is defined as “a consumer’s positively valenced brand
related cognitive, emotional and behavioural activity during or related to focal
consumer/brand interactions” (Hollebeek et al., 2014, p.154).
Customer engagement is defined as “a customer’s motivationally driven, volitional
investment of focal operant resources (including cognitive, emotional, behavioural,
social knowledge and skills) and operand resources (e.g., equipment) into brand
interactions in service system” (Hollebeek et al., 2019, p.6)
Consumer engagement is “a context-dependent, psychological state characterized by
fluctuating intensity levels that occur within dynamic, iterative engagement
processes” (Brodie et al., 2013, p. 107). 7
Different levels of consumer brand engagement
High brand
engagement
Moderate brand Join a brand
engagement community
Calling to seek Start a fan page on FB
Low brand dedicated to a brand
engagement additional information
about a product Evangelise by
Frequent product troubleshooting
purchase Provide some feedback
to improve the product customer complaints
Provide positive on a website
feedback about a Help others to find the
product right products
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Brand engagement pyramid
Negative brand engagement
Positively/negatively valenced brand engagement
Positively-valenced brand engagement addresses consumers’
favourable/affirmative cognitive, emotional, and behavioural brand-related
dynamics during focal brand interactions (e.g. brand usage); negatively-valenced
brand engagement, by contrast, is exhibited through consumers’ unfavourable
brand related thoughts, feelings and behaviours during brand interactions
(Hollebeek and Chen, 2014, p.69).
Negative customer engagement
A customer’s unfavourable thoughts, feeling, and behaviours toward a service
brand or provider resulting from negative critical events that cause perceived
threats to customers. Negative customer engagement in understood as the
negative valence of customer engagement that includes both disengagement
and negative engagement (Do et al., 2019, p.123).
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Negative brand engagement
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Negative brand engagement
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Drivers of negative customer engagement
Do et al., 2019)
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Learning objective 3:
Understand digital communications and the
various options available
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Digital marketing communication channels
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Digital marketing communication channels
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Company Web sites
• A good place for customers to learn about the brand
• An effective platform for engagement, generating leads, providing contact information,
facilitating customer communications, feedback and after-sales service.
The web site reflects the look and feel of the brand itself
The content of website reflects the story the brand wants to tell
The website should be optimized to make sure its presence on search engines
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Email marketing
• Segmenting, targeting and personalization
• Email structure and subject line
• Timing
• Entertaining and engaging content
• Testing and monitoring
• Search advertising
• Display advertising
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Social media paid channels
Roles of social media
• Establishing a public voice and online presence
• Amplifying marketing messages
• Helping monitor and obtain feedback from consumers
• Promoting customer engagement
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Facebook
Some metrics to assess the impact of Facebook advertising campaigns
• Reach
Organic reach
Paid reach
Viral reach
• Followers
• Likes and shares
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Facebook
Pros and cons to advertising on Facebook
Pros
• A large marketplace for connecting buyers and sellers
• Generate brand awareness
• Allow advertisers to reach their target audience
Cons
• May not reach every user who follows the company
• Precision targeting can sometimes produce suboptimal results
• Carry a risk of firestorm
• Be increasingly under fire because of data sharing and privacy
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Twitter
• Advantages
Twitter message (tweet) is easy
to create and goes directly to
followers direct
communication with customers
Help resolve customer service
issue
• Disadvantages
Twitter is flooded with tweets
difficult for the company’s post
to stand out
Limited visual content
Tweets are constrained to 280
characters
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Instagram
• Target younger audiences with higher level of brand engagement and more
likely to see traditional ads negatively
• Engage audiences visually (through images and videos) allows for more
nontraditional marketing approaches
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Pinterest
Advantages
• Allow users to share and post pictures featuring different brands
• Pinterest’s easy-to-create “Buy it” pins on products and its ability to generate
more referral traffic than other form of social media advantages to brand
marketers
Disadvantages
• Niche content (focus on lifestyle content)
• Appeal to a female fan base
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Video
• Engage in deeper themes and storytelling
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Video
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Mobile marketing
• Send timely, location-based messages to customers at the right time and place
• Communicate in real time with customers
• Engage customers while they are shopping by offering them timely promotions,
discounts
Messaging services
In-app advertising
Proximity systems marketing
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Influencer marketing and social media celebrities
Discussion
What are characteristics of an influencer to have significant impacts on others?
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Influencer marketing and social media celebrities
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Influencer marketing and social media celebrities
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Content marketing
Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant and consistent content to attract and retain a clearly defined
audience, and ultimately to drive customer profitable customer action.
• Creating and sharing of online material (e.g., videos, blogs, and social media posts)
to stimulate interest in its products or services.
• Engage an audience in topics of interest to them
• Understand customer needs create content that addresses the information
needs of different types of customers at each stage of the buyer’ decision journey
• Storytelling
• Content distribution into various channels to ensure audience reach
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Content marketing
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Brand development for a new product
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Pros and cons of primary paid channels
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Applications
Discussion
When you purchase a new electronic device, what roles does the internet play in
your decision-making process? Which digital channels, if any, influence your decision
the most? Why?
Assignment
Create a content video to tell a story about a brand that is of your interest to
stimulate a need for its products.
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References
Kevin Lane Keller and Vanitha Swaminathan (2020). Strategic Brand
Management: Building, Measuring, and Managing Brand Equity, 5th
Edition, ISBN 9780134877952.
Cao Minh Trí et al. (2023). Quản trị thương hiệu chiến lược. NXB Thông
tin và Truyền thông.
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