Saturday, November 21, 2009

Interactive Branding:A new dimension in brand managment


Marketing and branding has always undergone changes from time time. There was a time of 70's when the idea of marketing mix was developed, the concept of 4p and 4c where developed and for the first time it was realized in the marketing circles that customer is an important aspect of marketing and when it comes to marketing one should never be myopic, rather than producing what it can produce it should rather think for producing what the customer wants. Then in the 1980’s the concept of branding came into picture and the concept of building up of a rapport between the customer and the producer was realized .This was the period when ideas like brand equity, brand management and brand loyalty came into picture. this was the period when branding meant giving customer a value and in return of that value charge them some extra price.Now the value which brand managers talked about could either be real or simply be perceived or a combination of both.


Now this is a new era, in this era technology has made significant changes ,the power of blogs, social networks and open sourcing has given customer a whole new range of weapon ,as customers the individuals are much more powerful and to this aggrandized set of individual the formal branding rules may not hold very effective.

The new era beckons for interactive branding, A kid of branding strategy that will take into account both marketers as well as customers, where the role of customer can no longer be restricted to someone who has a need and whose need has to be fulfilled by the producer by giving him some sort of value in the product,todays customer will play vital role in each and every aspect of branding, such as eliciting his need, the price which he is ready to pay, the kind of value that he wants. Even in trivial issues like aesthetic sense of the product, looks and style of the product customers will be playing an important role.This new branding technique will have positive impact not only for the customer but also for the marketer himself. With the help of this interactive branding The marketer can come up with a huge degree of cost cutting, because a major degree of input will be provided by the customer himself and that to with the help of tools like blogs and social networks which simply costs nothing. This field is an emerging field in the landscape of marketing management .It calls for a great degree of study ,research and analysis ,I will like to write more on this topic and at the same stage of time a expect a lot of inputs from the free thinkers.

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