Branding Assignment for School.

1. Branding in the Digital Age Hitesh Malhotra

2. Agenda Summary of the Case Traditional Marketing: Where it fails today? Digital Marketing : What works today? Consumer Experience Plan New Roles of Marketing 2

3. Quick Summary of the Case Consumers before the Digital Age Consumers Today 3

4. 4 Consumer Decision Journey Traditional New

5. Where Branding Fails: GM

6. Current Situation

7. Marketing Spends – GM and Toyota

8. Media Mix - GM

9. Just an interface to choose cards

12. Nature Theme-Green. The campaign involved people to work towards environment and be a part of ‘ The Change’.

13. Branding in the Digital Age: Apple Friends Store display Advertising Consider Evaluate The Loyalty Loop Bond Advocate Enjoy BUY 13

14. 14

16. Branding in the Digital Age: Apple Consider Evaluate The Loyalty Loop Bond Advocate Enjoy BUY Shopping experience: Apple store & online store Customer support Aesthetics 16

17. Branding in the Digital Age: Apple Consider Evaluate The Loyalty Loop Bond Advocate Enjoy BUY Applications: ITunes, Appstore Accessories CRM – Apple care - Genius Bar Uniqueness & Brand attribute 17

18. 18 Consumers: What they do Consider Enjoy-Bond- Advocate Buy Evaluate

19. 19 Consumers: What they see Inconsistent Brand Image SERIOUS DAMAGE!!!

20. 20 Consumers: What they say Social Experiences Promotions Brand ( Only if)

21. 21 Consumer Experience Plan

22. 22 New Roles of Marketing Marketing Communications Publisher & Content Supply Chain Management Orchestrator Orchestrator Market place Intelligence Leader

23. Hope this is helpful!! 23 T h a n k y o u