Social Media &

Brand Building
Dr. Sushant Joshi
Jain College of MCA & MBA, Belagavi
sushanthjoshi@gmail.com
 What is a Product?

A Solution to customer problem

 Fact

Only 5% Products launched in the

market are successful
 What is a Market?

Public
Or
A Situation where Buyers and Sellers
Exist
 What can be Marketed?
• Goods
• Services
• Persons
• Properties
• Places
• Organizations
• Idea
• Information
• Events
 What is a Brand?

A Product from a Known Source

or
Intrinsic Value Associated with the
Product
How to Build Product into a
Successful Brand

Experience Management
How to Manage Experience?

Differentiate or Die
 How to Differentiate?

Can Quality be Differentiator?

Can Price be a Differentiating Idea?

 Ways to Differentiate
• Being First –Xerox/Apple
• Attribute Ownership – Mercedes
(Engineering)/ Dove
• Leadership – India’s No.1 Network
Airtel
• Heritage – Kolhapuri Chappal /
Belagavi Kunda
• Market Speciality – Bose Audio System
 Contd.
• Most Preferred – Nike / Sony
• How the Product is Made – Tabasco
Sauce/ Lijjat Papad
• Being Latest – Intel / HP
• Service – Maruti Suzuki Ltd./ 30 min
Pizza Delivery by Dominos Pizza
Brand takes shape in the Minds
of Consumers
Communication is the Key
 Old Ways of Communication
• Newspapers
• TV Commercials
• Outdoor Advertisement
• Pamphlets
• Events
 New Platform for
Communication

Social Media
A Mass communication medium for
special group or creation of the
special groups.
 Why Social Media is
important for Branding?
 Fact Check
• 2.23 billion active users in FB
• 335 million active users on Twitter
• 1 billion users of Instagram
• 300 min if YouTube videos are
uploaded every minute
• 1.8 billion YouTube users
 Contd.
• 5 billion videos are watched on
YouTube every single day
• 1.5 billion active Whatapp users
• Average voice calls daily – 100 millions
• Amount of time spent – 2 billion
minutes daily
• 55 million video calls every day.
Contd
 Social Media for Experience
Creation through Engagement
 Benefits of Social Media
• Virtual world enables and gives us
freedom to create our own world
• Can be used for business development
• Connectivity is fast, low cost and equal
• One can share experience with other
to help them take decisions
• Getting in touch with lost friends
 Contd.
• Entertainment
• Exchange of Ideas
• Tracing and locating people of similar
interest
• Free forum for creative expressions –
perform a dance or sing and upload on
social media
• “We create a world that we like”
Branding is Battle of Perceptions
 Challenges
• Cyber bullying - Trolling
• Unwarranted trends
• Lack of Privacy
• Addictions
• Loss of Motivation – Negativity
• It is killing the language skills
• Fake news and misinformation
 Contd.
• Physical and psychological disorders
• Depression
• Sleep Disorder
• Nomofobia
• FoMo – Fear of missing out
• Multiple Personality disorder
 How to make effective use of
the Social Media
• No need to be everywhere
• Set time for involvement
• Be for a reason
• Reply promptly
• Be ready to accept criticism
• Go beyond likes
• Listen and talk
• Be positive
 Brand Building Strategies
Using Social Media
• Be Consistent across the media platform
• Visibility using logo or colour
• Know the purpose of communication and decide
the language
• Talk like a human being
• Conversation is the key
• Telling Compelling story is imperative
• Be transparent
• Post Relevant Content
“Human Face of Technology
rather than Technological
manipulations of Humanity”
Thank You