Building Brands Online and Brand Identity

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 24 in Digital Marketing, 2024, pp 267-272 from Springer

Abstract: Abstract Building Brands Online and Brand Identity involves creating a distinctive digital presence that resonates with target audiences, ensuring consistent messaging and visual elements across all platforms. This process is crucial for fostering customer recognition, loyalty, and engagement in a competitive digital marketplace. A memorable brand name and logo enhance customer retention by creating a strong association with the brand, increasing the likelihood of repeat purchases. David Aaker’s model identifies four main categories for building a brand identity: awareness, loyalty, positioning, and associations. Effective online branding strategies utilize various digital channels, including social media, email marketing, and content marketing, to engage consumers and build positive brand associations. Brand loyalty is built through high-quality products, personalized communication, and community engagement, with loyal customers more likely to advocate for the brand and provide valuable feedback. The customer experience is central to building a successful online brand, ensuring positive interactions at every touchpoint. Measuring success involves tracking key performance indicators (KPIs) like brand awareness, customer engagement, and conversion rates. Adapting to trends and technologies, such as mobile optimization and social commerce, is essential for maintaining relevance and competitive edge. Effective branding requires a comprehensive, adaptable approach that integrates various digital marketing strategies and focuses on creating lasting customer relationships.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_24

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