1. How does technology redefine the role of the end user in the branding process?
Technology for brands including customization, email, and surveys helps keep a better relation ship with the consumers. When brands are satisfying their customers they have a higher chance to have word of mouth marketing and returning customers. "TECHNOLOGY plays a direct role in redefining habits and values, and thus reshaping cultures. So if technologies impact our lives, behaviors, and social habits, then brands that adopt and introduce these technologies have an equal impact as well. Think of how Microsoft, Apple, or DuPont have changed our lives in many aspects with their innovations and products."
Technology for brands including customization, email, and surveys helps keep a better relation ship with the consumers. When brands are satisfying their customers they have a higher chance to have word of mouth marketing and returning customers. "TECHNOLOGY plays a direct role in redefining habits and values, and thus reshaping cultures. So if technologies impact our lives, behaviors, and social habits, then brands that adopt and introduce these technologies have an equal impact as well. Think of how Microsoft, Apple, or DuPont have changed our lives in many aspects with their innovations and products."
(Hameide 264) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(8.2.1)>.
2. How does the concept of experiential branding relate to the branding process as described in Part 1?
Experiential branding relates back to the branding process because emphasizes the third concept of creating a good experience for the customer regardless of the service or product. Customers definitely pay attention to experience. A good example of spending extra money just for experience would be Starbucks customers. "Experiential branding is of extreme relevance in the new environments."
Experiential branding relates back to the branding process because emphasizes the third concept of creating a good experience for the customer regardless of the service or product. Customers definitely pay attention to experience. A good example of spending extra money just for experience would be Starbucks customers. "Experiential branding is of extreme relevance in the new environments."
(Hameide 275) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(8.9)>.
3. How do microbrands compare to corporate brands and brand extensions?
A micro-brand is a smaller brand that branches off of the corporate brand. "A MICROBRAND is a limited yet distinct version of the original (or mother) brand."
(Hameide 269)
Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(8.3)>. Although micro brands are "micro" they have a big impact on the success of the brand. They can create more expansion and much more profit. Microbrands allow a company to emphasize a concept on a specific micro brand for instance "G by Guess" or "CK" by Calvin Klein.
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