MANAGING BRANDS

What Do Marketers Need To Do To Manage Their Brands Online?

What Do Marketers Need To Do To Manage Their Brands Online?

Introduction

A brand is defined as “a name, term, design, symbol, or any feature that identifies one seller's good or service as distinct from those of other sellers”. According to contemporary branding approaches, managing brands online could play a significant role in enhancing customer equity and empowerment. In the past, branding online was particularly attributed to niche and luxurious brands like Rolls Royce, Harley Davidson, and Rolex Watches (Cova & Pace 2006, p. 1099). However, given the increasing number of customers going online, companies are considering to take advantage of online communities for convenience goods as well.

Discussion

Meeting a brand promise is not always a goal, since it depends on subjective assessment of consumers. Cova & Pace (2006) carried out a research to investigate the efficacies of online branding of a convenience good 'Nutella'. The researchers studied how the product's virtual brand community exerted influence over consumer perception and behavior (Cova & Pace 2006, p. 1087). Earlier online community management remained a branding domain for luxury or niche goods only.

However, the findings and analyses of Cova & Pace (2006) suggest that a virtual community could also impact customer empowerment through new forms of sociality. The researchers also note that the online branding strategy for Nutella, as opposed to strategies for other brands, existed in the form of personal self-exhibition. The authors suggest that companies must assume the role of non-intrusive enablers (through online branding) rather than active brand enablers. Through this, companies would be able to reduce their control over brand meanings, something that the consumers in recent years do not favor (Holt 2002, p. 86).

In all, the research provides some valuable insights for contemporary branding approaches - stressing branding efforts in place where the customers want them. A strategic and creative positioning is critical to the success of the brand. In addition, marketer must be vigilant to ensure that this position is consolidated. The legal protection of the brand is important. However, this would not shield brand on a long term basis. It is, therefore, recommended that that brand management techniques, tools and methods are collective employed to ensure sustenance of brand. This could be done by adoption of a brand orientation concept, and development of capacities from within the organisation and making sure that the brand ...