Chapter 8
How does technology redefine the role of the end user in the branding process?
"Indeed, the Internet and other recent innovations have altered our social habits and behaviors and created new levels of social communities and human relations" (Hameide, 264). Consumers have now been given the tools to become more active in the decision-making process of a brand, consumers now get a better chance to dictate, express their opinions and satisfy their needs. They are the inspiration behind the brand and now with technology they are responsible to position the brand in the market-place.
How does the concept of experiential branding relate to the branding process as described in part 1?
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)" (270). The branding process is the steps that the brands uses to become a well-known brand and is able to be differentiated by its competitors and experiential branding is to give the same experience to consumers even though it can be through different emotional levels, to ultimately satisfy them is the experiential branding goal.
How do microbrands compare to corporate brands and brand extensions?
Microbrand is a brand that is limited and distinct version of the original mother brand, this is why "mass customization is usually done at the product level but not at the identity level, which needs to remain intact as the umbrella or backbone that defines the mother brand and maintains the brand personality and ultimately its core value" (270). Brand extensions are about creating new, innovating, different products under the same brand and in micro-brands each product created under the mother brand is altered with new product features and enhance functionality but it should not alter the meaning and value of the brand.
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