EOC Chapt 8 Questions

1.      1. How does technology redefine the role of the end user in the branding process?

“TECHNOLOGY plays a direct role in redefining habits and values, and thus reshaping cultures”. “The user is the drive and inspiration behind the brand, and it is the user who eventually decides on the brand's positioning through the image he or she creates for it”. The customer will be the one that directs the branding process. If a consumer does not like a product he or she will give her opinion on a product which will then start the process for another product that will be sold. Consumers will always be a part of the branding process and will help the company design new ideas that will be interesting to the consumer’s eyes.

1.       2. How does the concept of experiential branding relate to the branding process as described in Part 1?

It relates to part one because they involve the customer and providing that customer experience that usually depends on the brand. An example would be using a person to experiment with a brand before introducing the brand to the public. It always involves the consumer for ideas and understanding for the brands process.

“EXPERIENTIAL BRANDING is “the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than an experience)”.

 

3.  How do microbrands compare to corporate brands and brand extensions?

“Brandextensions are about creating new and totally different products under the samebrand, but here the newly created products share a commonality of purpose”. A microbrand will usually be part of the major brand called the mother but with a distinct difference or altered look. I used Nike as an example in various questions and I will use it again to understand what a microbrand is. Nikes customization system allows to create your own shoe which would be the microbrand. If you were to buy a show from Nike without customization that would usually be part of the mother brand. All three brands  are usually the same thing but with a different customization but they all have the same purpose to sell to the consumer.