Short answers of brand management
Brands which deliver a unique online experience are those that are capable of engaging their customers. An example of such brands is Apple and Amazon.com, which has a great and unique online experience. The brand understands the customer needs. They have great product, customer and shopping experience. These are brands that are capable of engaging in content marketing that makes it possible to facilitate communication with their customers. The brands can follow conventions and etiquette which makes it possible to maximise their social media engagement. They also have a conversation management strategy which can maximise the complexities and dynamics found in the social media environment. Engagement leads to the commitment between brand and customer. This makes the brands have a particular unique online experience (Verhaeghe, McDonald and Belleghem, 2012).
Apple is one of the most valued brands online. This is a brand that has been able to create a close relationship with their customers through delivering value. The branding model used keeps the customer at the centre to provide them with the best online experience. Apple has made customer experience to be central in their online marketing strategies. They have the best online user experience. The brand is responsive to their customers’ queries on the fan page. This leads to creating a spontaneous communication. There is sharing of conversation-worthy content. Through sharing the relevant information, it shows Apple is interested in innovation. The content is shared at regular intervals and customers are encouraged to keep in touch with the brand. The firm asks for feedback and engagement is in positive and constructive manner. The brand identity is improved through optimising the content and using visuals (Wallace, Buil and de Chernatony, 2014). Creating a good online brand experience has enabled Apple to be among the successful online brands.
Apple online branding model can be enhanced in several ways. For example, Apple can use the social statistics widget or related plugin to show the followers statistics. Use of positive engagement has a high likelihood of making the viewers like the brand. This will give the brand a more personable view rather than a faceless corporation. The brand can also establish their online presence as a resource. This is through giving out free educational content such as e books and other downloadable materials. Apple online brand presence can be used as a resource for humour and current events. Lastly, Apple can support their brand offer with loyalty or reward scheme. This may involve the use of loyalty cards and free phone covers (Edosomwan, et al., 2011).
To maximise consumer engagement in social media and the brands being advertised, online brand is added to those on the file by Verhaeghe, McDonald and Belleghem (2012). One of the recommendations is to always give back and reciprocate. This involves recognising the major contributions by the brand online community. It may involve giving out rewards and loyalty cards to the online participants who have a notable contribution. Another rule of engagement is being unique. This is because social media is becoming crowded with different brands. This makes it vital to offer something that makes the brand stand out. This may involve starting a new conversation which makes the brand unique. It is always important to report to the members on the value of their contribution and participation. This shows that the members have not been wasting their time on the brand fan page and also an expression of gratitude. Lastly, Members should be protected from any form of abuse on the social community page (Weinberg, 2009).
Edosomwan, S., Prakasan, S.K., Kouame, D., Watson, J. and Seymour, T., 2011. The history of social media and its impact on business. Journal of Applied Management and entrepreneurship, 16(3), p.79.
Verhaeghe, A., McDonald, S. and Belleghem, S.,2012, Rules of engagement: What can we learn from conversations taking place on Facebook, YouTube and Twitter, Market Research Society Annual Conference.
Wallace, E., Buil, I. and de Chernatony, L., 2014. Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), pp.33-42.
Weinberg, T., 2009. The new community rules: Marketing on the social web. O’Reilly Media, Inc.