Digital_Brand_Management

=Digital Brand Management=


 * 1**. This press statement about the world’s number one brand is taken from the Coca-Cola website. How do you respond to it? Has Coca-Cola touched you, as the statement says? Has it become a “special” part of your life? What does the brand mean to you? What advantages do you think the Coca-Cola Company has by having such a well-known brand?


 * 2**. Your tutor will read out a list of product types. As you listen write the name of the first brand that comes to mind for each category. Try to do this spontaneously without thinking too much.




 * 3**. Now compare the brands you wrote down with those of your other group members. What are the most popular brands in your group for each product? And in the class as a whole? Does this quick survey tell us anything about these brands and our knowledge of them?


 * 4**. To develop your marketing vocabulary a little further, work in pairs and match these commonly used marketing terms (1 -10) with their basic definitions (a – j). Number 7 has been done for you.

© Macmillan Publishers Ltd 2004 Downloaded from the ESP section in [|www.onestopenglish.com]
 * **Branding Vocabulary** ||  ||   || **Definition** ||
 * **1**) brand essence || .......... ||  || **a**) The marketing strategy in which every product in a company’s range has its own brand name. ||
 * **2**) brand image || .......... ||  || **b**) A word, phrase or symbol that represents a company or identifies a product and is registered to protect against its use by another party. ||
 * **3**) brand parity || .......... ||  || **c**) The result of a customer’s decision to always buy a particular brand. ||
 * **4**) brand positioning || .......... ||  || **d**) How a brand is perceived in the minds of customers and what they associate with it. ||
 * **5**) brand equity || .......... ||  || **e**) How a brand is presented to differentiate it from a competing brand. ||
 * **6**) brand loyalty || .......... ||  || **f**) How a product is similar to that of a competitor. ||
 * **7**) brand name || .....**//h//**..... ||  || **g**) The use of the brand names from two different companies on the same product. ||
 * **8**) co-branding || .......... ||  || **h**) The part of the brand that can be expressed verbally as words, letters or numbers. ||
 * **9**) trademark || .......... ||  || **i**) The most fundamental aspect of a brand. It is often possible to express this in a single word or phrase. ||
 * **10**) power brand || .......... ||  || **j**) The value that a brand name and symbol adds to a product or service. ||


 * 5**. Use just ONE of your group’s top five brands from our class survey to explore the idea of brand knowledge a little further. Work together in your groups, and answer the questions for your chosen brand.

• What is the logo? What colours are used? • Is it a power brand? • What do you think is the brand essence? • What is your image of the brand? • Can you describe the brand parity and its positioning? • Can you say how the brand creates and maintains loyalty?

© Macmillan Publishers Ltd 2004 Downloaded from the ESP section in [|www.onestopenglish.com]


 * 6**. Discuss the following questions in your group. How well could you recall the brand? What mental associations did you have with the brand? What do the results of our survey tell us about the strength of the brand image in our minds and the quality of those images?

Digital Brand Management WebQuest

 * 7**. Up to now we have been looking into how brand awareness (strength of image) and mental association (image) are combined in what marketers say constitutes brand knowledge, which is the means through which brand equity – the value of the brand – is built up.

With this WebQuest you will be going online to investigate how companies use their websites as part of their marketing effort to enhance brand knowledge and increase their brand equity.

In the words of Bernie Dodge of San Diego University (who is credited with coining the term Webquest), this will be "an enquiry-based activity in which most or all of the information used … (by you) … is drawn from the web."

The aim of the Webquest is for you to become more discriminating in evaluating websites by

• developing greater awareness of the brand management intentions that lie behind them, by

• having a better appreciation of how, and how well, they perform their marketing functions, and in so doing

• developing a more a systematic approach to assessing the online presence of companies.

Evaluate the brand’s online presence from the perspective of how well (or badly) the brand is conveyed. Creating a strong online brand involves functional benefits (e.g., the content of the site), emotional benefits (e.g., the identity, imagery, color palette), and consistency with the off line brand (if one exists).
 * 8**. But just before going online to evaluate the websites for some well-known brands, use the following extract from a text written by Ian Cocoran, a website reviewer for [|www.brandchannel.com], to reflect on how you will approach this task.

This is more like a film review in that the site should not be described from a layout point of view (clicking here, takes you there), but rather how the overall brand presence is portrayed on the site.

Sites should be evaluated with an eye toward direct competitor(s) for comparisons as necessary.

What I essentially look for is consistency with the brand’s intrinsic values and some emotional, value added concepts that will differentiate it from the competition. The Disney site for example was sensationally good in its day, but it has now been caught by the likes of Nickelodeon. I also look for things like cause related marketing, online shopping, a good sense of structure (site maps & search engines) and an awareness of the online community – e.g., what encourages people to visit the site –


 * 9**. Working in groups, make a list of the criteria for assessing a company’s online presence mentioned by Ian Cocoran in his text above. Add some of your own criteria and create a framework that you can use to evaluate the website you are asked to visit.

WebQuest Task

 * 10**. Imagine that you have been given the assignment to produce a report on the website for a well-known brand. To complete the task you will need to carry out the following steps:

Visits your assigned website and evaluate the website using the framework you produced in activity 9, and keeping in mind the marketing concepts (& vocabulary) reviewed in activities 1 – 6 above.
 * __Step A__**

Produce a report based on your findings and bearing in mind following areas:
 * __Step B__**

• Content • Functionality (e.g. ease of navigation) • Style (e.g. graphics, colour scheme) • Brand image • Company’s marketing aims • Target audience • any other factors you consider important once you have visited the site

Present your findings to the rest of the class
 * __Step C__**

Evaluate your work on this WebQuest
 * __Step D__**

(Steps A - C: Group Work Step D: Work individually & then in pairs)


 * Step A**: Visit & evaluate the website assigned to your group:

Group A should visit and evaluate: [|Nivea] Group B should visit and evaluate: [|Bacardi] Group C should visit and evaluate: [|Barilla] Group D should visit and evaluate: [|Motorola] Group E should visit and evaluate: [|Kodak]

**Step B**
Work in your group to produce a preliminary report assessing your website. You may want to delegate different aspects of the report to different team-members.

Additional online resources
Scan the following link quickly for any additional ideas that may help with your report.

[| Website strategy]

Before finalizing your findings check what the experts have to say about your website by following these links:

Group A: [|Nivea] Group B: [|Bacardi] Group C: [|Barilla] Group D: [|Motorola] Group E: [|Kodak]

Do you agree with the reviewer’s comments? Is there an aspect of the website the reviewer mentions that you would like to comment on in your evaluation?

Your group should now finalize your findings and decide which aspects you will include in the class presentation.

**Step C**
Prepare a presentation of your findings. Decide which group members will be responsible for each part of the presentation. You can use a computer linked to the Internet and a projector to present your website. The presentation should not last more than a maximum of __10 minutes__.

Useful language
Good morning everyone. Let me introduce myself. My name is ...
 * __**Introducing yourself**__

First I'll give you ... after that ... finally ...
 * __Structuring the presentation__**

__**Referring to the audience's knowledge**__ As you know ... As you are aware ...

If you have any questions, don't hesitate to ask. I'll be glad to answer any questions (at the end of my talk).
 * __Inviting questions__**

__**Changing the topic**__ Right, let's now move on to ... OK, I'll now look at ... || **__Giving background information__** I’ll give you some background information. Let's start with the background.

If you look at this section ... Could I draw your attention to this slide? If you take a look at this, you'll see ...
 * __Referring to visuals__**

To sum up ... So to summarise ...
 * __Concluding__**

Thanks very much. Any questions? Well, that's about all I have to say. Thank you for listening. ||
 * __Ending__**

When you have finished your presentation invite questions and be prepared to discuss the strengths and weakness of your websites from the point of view of web-design and brand management.
 * After giving the presentation**

**Step 4**
It is now time to reflect individually on your work in this WebQuest by writing some brief notes in answer to the following questions:

• How effective was your contribution to the group work? • What did you learn about brand management and online presence? • What did you learn about evaluating websites? • How did your English improve doing this project?

Now compare and discuss your answers with a partner from another group.



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