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UNIT 7

Digital Brands Are Established and Have Clear and Attractive Imagery
The unique attributes of digital media not only contribute to digital branding’s ability to familiarize consumers and other
important stakeholders with the brand, but also establish the one-of-a-kind, attractive brand imagery which is sustainable
over the long term. How does the discipline manage this?
EXPERIENCES IN DIGITAL BRAND ENVIRONMENTS
Direct experiences and interactions substantially influence brand awareness and imagery. Digital brand environments offer
these interactions. But only if the brand can be truly experienced and interacted with in digital spaces so that the
impressions are consistent and clear memory structures can be built.

(Foto: Herbst)

CHAPTER ONE | UNIT SEVEN

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 Passive awareness: people recognize the brand when they are prompted (assisted awareness).  Images are slow to take: it takes time until an image solidifies since our consumers must learn what our brand stands for and what feelings it evokes through ever new experiences.  Exclusive awareness: awareness of only one brand in the category. The latter three stages are important in digital media because the user actively searches for pages and hereby submit their name in the form of an internet address. The image of our brand can be content-driven.g.  Images function selectively: if a brand makes a positive mark with consumers. social groups (e. open and trustworthy reputation can be quickly turned around as soon as rumors of deceit begin going around. Images come from colors and shapes. Awareness is established to different degrees:  No awareness: people do not recognize the brand even when prompted. then product superiority is unimportant: Consumers select the product they subjectively find superior. IMAGES ARE COMPLICATED AND DYNAMIC The more that is known about the brand. CHAPTER ONE | UNIT SEVEN 2 .  Images are never fixed: images may be stable but they are never set in stone. over-simplified picture of the brand exists.  Images are a composite: they are the result of manifold information and impressions. Most optimal is if our consumers think of our brand in connection with certain characteristics – and vice versa. A new internet company is considered a successful challenger until the first bad reports come in. institutions (banks. Brands without such an image in the mind of the consumer or with an unclear one produce no distinct effect. not necessarily the objectively superior product Therefore it is imperative for digital branding to find out what the brand imagery of our consumers looks like and then to build on it in a focused way: our consumers should evaluate the knowledge and rewarding feelings they connect with our brand as positive. they are willing to accept less-positively evaluated brand characteristics along with (halo effect).  Intense active awareness: the brand is one of the first that comes to mind in the category. The brand first mentioned is considered “top of mind“.  Images come from different sources: brand imagery does not only stem from our experiences but can come from other brands.  Active awareness: people mention the brand unprompted (unassisted awareness). from brand stories and language. only a plain. Images determine the success of a brand above and beyond product or technological superiority – if the consumer does not see it that way. In addition. Building awareness works best offline.  Images are built quickly: a single piece of new information is often all that is required to change brand image in the beginning. only then can it become like and develop an imagery: I can only make a picture in my head of what I know Awareness and attention alone are not enough. mass media. a person’s butt covered in mosquito bites or the beginning letters of a company spelled out in lines of cocaine. Therefore the focus must be on conveying those most important characteristics. of certain characteristics in connection with the brand. imagery is influenced by family. This kind of advertising tends to frighten rather than endear. the broader and more reliable the brand image –numerous facets surround the brand.STAGES OF AWARENESS The strong digital brand must have presence. Many start-ups experience this first-hand when they advertise on the cheap and for shock value like showing rabbits cut in half. organizations and interest groups. especially when the consumer is not interested enough to actively search for the brand online. visual or both. If too little is known about the brand. Images = knowledge and judgment Images consist of everything we know about a brand und how we evaluate that information: whether we consider it valuable and positive. insurance companies). irrelevant or negative. from symbols like the apple. sports club). A company’s long-standing. This mental presence is also referred to as actualized. friends.

Visitors are bored. We take in 80% of what’s around us visually.and other centers of the brain contribute to the efficacy of pictures: it’s how a YouTube video can cause us to imagine the smell of fresh cut hay in a spring field. Consider Apple. We will discuss what this looks like in Chapter 2. More in Chapter 3. Working with symbols and linguistic narratives. They make incredible experience possible and by that virtue. Visual imagery is incredibly important to us. the effects on our 5 senses are multiplied by a factor of 10. But a story is worth more than a thousand pictures. e.  the internet can strengthen or deepen existing memory structures if it’s used to make content experiential that already exists in the memory. STRONG DIGITAL BRANDS CREATE VIVID IMAGES Strong digital brands are connected to pictures and stories inside us.g. planning and execution must be in tune. We will return to this in Chapter 4. A successful brand showing in digital media must consider the unique attributes and put them to directed use. rewarding feeling at purchase  operate to a large degree unconsciously  are known and leave behind a clear and appealing image  build clear pictures and stories in the mind  have formulated a brand reward promise as the basis for brand’s management CHAPTER ONE | UNIT SEVEN 3 . WHAT YOU LEARNED IN THIS CHAPTER Strong Brands  are products and services with a powerful. How does it come to that? In order to capitalize on the opportunities digital brand management offers. A picture is worth a thousand words. dialogue capacity. STRONG BRANDS IN DIGITAL MEDIA Digital Brand Management is brand management in digital media and with digital technologies. Stories speak to all the senses. organization. one-of-a-kind.  the internet can rewrite or erase old memory structures by letting consumers experience the brand in a new way. And the unconscious. they can immediately spread the word en masse. increase brand value. they easily anchor themselves in memory. Their unique attributes contribute in a particular way to brand management. This is required of new brands which lack existing communication. Brands must tell powerful. BMW and Disney. Connections between the visual. DIGITAL MEDIA CAN CHANGE IMAGES Digital branding can contribute to brand imagery in a number of ways:  new memory structures can be created online. irritated or even angered. 60% of our brain’s work is dedicated to the perceptions. termed “multi-sensory enhancement“. Such inner pictures and stories dramatically effect our behavior because they are at once the language of our unconscious. CONCLUSION Digital media is able to contribute in a one-of-a-kind way to shaping brand awareness and to developing brand image over the long term.  the internet can evolve memory structure by introducing new brand characteristics to the target group. This is most true during times of information overload. To do this we must capitalize on the unique aspects of digital media. one-of-a-kind and emotional stories. That said.We need to consider this and incorporate yet other sources into our digital branding Other users in social networks are especially valuable to brand images: when some one has a bad experience with a brand. processing and storing of visual data. Pictures and stories speak directly to the visual center of our brain with no need for decoding. a look at reality is sobering: click-through is missing. in turn. If a visual image successfully activates all our senses. In Chapter 4 we will look at how to build digital brand environments via effective emotional brand coding. guides behavior (see above).