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BUS3DIG Zoom Activity

Week 6

2023

La Trobe University CRICOS Provider Code Number 00115M

Digital Business
Semester Lesson Plan

Introduction to Digital Business Digital Business Trends in Digital

Digital Business Ecosystems Models Business Weeks 1, 2, 3 & 4
Digital Business Fundamentals

Digital Digital
Brands in a Digital
Business Business Assessment Weeks 5, 6, 7, 8 & 9
Digital Business
Consumers Effectivenes 2 Workshop Digital Business Trends
World Strategy
& Society s & ROI and Strategy

Strategically
Personal vs Employee
Developing Your Digital Futures Weeks 10, 11 & 12
Branding
Brand Digital Personal Branding
Branding

• You are going to buy shoes. Can you name some brands that pop into
your head?

• How about buying a laptop? Which one of the brands you personally
love?

• What does branding mean?

Branding

• According to the American Marketing Association, brand is defined as

“Name, term, design, symbol or any other feature that identifies one
seller’s good or service as distinct from those of other sellers”.

• According to the Cambridge Dictionary, branding is the act of

connecting a product (or business) with a particular name, symbol, or
features and ideas to make it recognizable.

• They are one of a company’s most valuable assets.

Brand Equity

• “The extra value customers perceive in a brand that ultimately builds

long-term loyalty” (Wood, 2010).

• Brand equity can be measured in a variety of ways (check more in the

LMS).
Brand Equity Model
• Brand Salience – Refers to the
level of brand awareness

• Brand performance – Covers the

product’s functionality, reliability,
durability and price, customer
service and satisfaction

• Brand Imagery – What does the

brand look like to the customers?

• Brand Judgements – Judgements

are the objective thoughts about
a brand and it is
functionality/performance.

• Brand feelings – Emotional

responses that a brand evokes

• Brand resonance – Loyalty and

Advocacy
Brand Value

• Brand value is the financial value of the brand. The ability to value and
put a price tag on a brand’s value may be useful for a number of
reasons such as mergers and acquisition, brand licensing, fund
raising and brand management decisions.

• Brand equity versus brand value: what’s the difference?

Brand Value
Branding in a digital age
Brand loyalty – practical application:
How has digitization facilitated brand loyalty? Use the diagram below to
assist you if required.
Branding in a Digital Age

• Have you ever compared different online shopping websites to look

for a cheaper option? Virtual thumbs up if you actually did find
cheaper price for the same product and bought one.

• Different online shopping websites sell the same products from the
same brands but some of them still can sell those products at higher
prices than their competitors. Why do you think that is the case?
Brand Loyalty
Brand Loyalty – Something to consider:
There’s a paradox regarding brand loyalty due to digital business. The
paradox is that digitization facilitates loyalty but as more players enter the
market, loyalty is divided.

Virtual thumbs up if you are loyal to any brand?

Digital Branding Experience
What is the digital branding experience being created? How does this impact brand equity
and brand image? Is there a relationship between these examples and the consumer
engagement concepts from the previous week?
CRM
CRM – practical application:
Customer-relationship management (CRM) is critical for brands to build
and maintain relationships with customers as well as gather data on their
behaviour. Discuss why you think it is important to develop relationships
with customers.
Touchpoints
Touchpoints – practical application:
Consumer interaction with brands has changed dramatically since the
rise of the 4th revolution. Now consumers can:

• Openly & publicly vent frustration with brands

• Do their research on different brands’ offerings
• Engage in conversation with brands
• Engage with each other concerning brands
• Interact with brands through various mediums

What is an effective way for brands to deal with customers who openly
and publicly vent their frustration? Find an example of brands that have
adopted an effective approach here.
One example about the power of one voice:
One example:
Branding Ethics
Branding rules – discussion:
Watch this video

Is this ad consistent and authentic with Gillette's brand? Why/Why not? Do you
think it was an effective strategy?
Ideas for Assessment 2?
Example: Tesco Homeplus Virtual Subway Store in South Korea
 Than yo
k u
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