- How is brand transformation accomplished through culture and identity?
- Why is brand transformation necessary?
- How to transform a brand in light of digital disruption?
First and foremost thing in marketing is a well researched high quality product at affordable price. Then dealings with customer . Once that is achieved, everything follows. You may keep any name or logo. Consumers associate brand with product benefits .Branding and brand transformation are more of gimmicks than reality. These are just labels to identify particular product the consumer seeks. It is brand association that is of paramount importance.
How is brand transformation accomplished through culture and identity? From the many functions of a brand and its emotional connotations, users choose those that correspond to a social demand at a given moment in time. Other functions temporarily become peripheral and wait for their time. The marketer's task is to shape this choice into a good slogan.
Dear Stephen Poon
Here are my answers:
How is brand transformation achieved through culture and identity?
In my book "Diálogos Gerenciales" (available at Amazon), I highlight a phrase that could answer this question. The phrase is: "The people are the company" and just as the people are the company, it can also be said that "the people are the brand" of the company. If customers see in the employees of a company culture full of added value, sustainability, and respect, they will associate these elements with the brand that the company owns, and, therefore, emotional connections will be created, as examples we have Coca-cola, Apple, and Samsung.
Why is brand transformation necessary?
It's not necessary. There are brands that do not require it. The brand transformation must occur when there are no emotional ties with the customers captured and there is difficulty in generating those ties with potential customers. In those cases, the brand must be transformed to become more attractive.
It is also prudent to remember that the customer had changed before he or she married a brand, now he/she marries the quality of a product and its price-value ratio, the brand is not so important in some cases. For example, there are people who bought the Samsung brand regardless of the price, but when they saw that Xiaomi offered the same and at a lower price, they simply changed brands.
How to transform a brand in the face of digital disruption?
Being 3 times more disruptive. I invite you to read this article: The disruptive triad and entrepreneurship: a theoretical model Article The disruptive triad and entrepreneurship: a theoretical model
I hope this helps.
In the line of the expression regarding culture, identity & Brand in the Digital Age , I wish to express my views in some years back Which I submit herewith for your kind perusal
Digital platform may offer the services to the student at the higher school level . Internet platform covers very wide range not only to the student & professional personnel but it covers Business , & Corporate level for carrying out their program . We are aware that knowledge has no limit & both the digital & especially Internet have played a very important part in the education , Corporate level Business , & other scientific research which can place world & Global economic at the fast distance level of the people of the world .
This is my personal opinion
Brand transformation is necessary to stay relevant in dynamic markets, adapt to changing consumer expectations, and remain competitive. It allows brands to evolve with the times, resonate with new demographics, and address emerging trends. Additionally, brand transformation is crucial for reinvigorating brand perception, fostering innovation, and ensuring sustained growth in an ever-changing business landscape.
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