Edelman (2010) offers a new idea on branding. Instead of using the funnel metaphor on branding to understand consumer behavior, Edelman proposed the branding model of "the consumer decision journey", which is deeply embedded in digital interaction within the digital social media ecosystem. In this journay model of branding, Edelman examines 4 phases involved, ie, consider, buy, evaluate and advocate. Subsequently, Edelman advised marketers to adopt new roles as "orchestrators", "publishers", "content supply chain managers" and, finally, as "marketplace intelligence leaders". Marketers also need to develop customer experience plans.
Overall, I think this article makes very valuable contribution to the literature on brand management.
Reference
Edelman, D.C. (2010) "Branding in the Digital Age" Harvard Business Review December, 62-69.
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