How does digital marketing impact brands: What do companies do to make their brand unique? How digital marketing particularly alters of affects brand identity?
A considerable amount of literature has been published on Branding (Healey, M, What is Branding, Danesi, M, Brands,Rosenbaum-Elliot, R. and Percy, L. and Pervan, S, Strategic Brand Management,Wharton, C, Advertising Critical approaches, Tiago, M. and Verissimo, J, Digital marketing and social media, Why bother, Smith, K, Digital Marketing Strategies that Millennials find appealing, motivating, or just annoying). This paper will focus on branding: exploring the difficulty through advertising, graphic design, user experience design, mythology, mental construct, semiotics, marketing, and digital marketing.
The figurative interpretation of branding, highlights all aspects of the product that embeds a permanent impression in the experiencer’s mind. Barwise (2004) states branding qualities in a symbolic form, to establish an abstract effect. An implication of this is the possibility that the sign concept is taken metaphorically, which undertakes as a contract between the manufacture and experiencer; a sense of an agreement, Healey (2008).
Good Advertising is the leading cause of bad products going out of business faster, Morris Hite. This statement stems the concept of branding being powered through the success of the product; reinforcing reputation, encouraging loyalty, and assures quality. Brands use a recognizable format to reinforce the aspect of loyalty. This leads to the interpretation, of branded products being more powerful juxtaposed against generic products. This quality of power is controlled through the value of trust; the experience will rely on products which they trust. The process of buying a brand addresses the quality of approval which signifies affirmation. To conclude, the brand has huge power in representation, however the quality of reality is used to construct the relationship between the experiencer, Healey (2008).
Graphic design is at the heart of our understanding of branding. Design is taken as a tool in branding, which stems development through the role of the designer. The investigation of the process of design is through the understanding knowledge of interaction through audiences and the surrounding environments. This is a key component to initiate meaning. Graphic design is an important component which plays a key role in identity to solve challenges. The idea generation ethic helps create innovation which makes the product relevant. The challenges in design include staying in trend through aesthetics. The positioning of design is higher contrasted to counterparts in advertising, marketing, and in public relation. This determines appearances and perceptions which make a brand contemporary. The solution presented is realistic in response to an abstract question, Healey (2008).
Logos are the pictorial counterparts of brand names. A logo is the name, symbol, trademark belonging to the manufacturer, the design has purpose for recognition. Kress (1996) discusses the semiotic sense through cultural and historical meanings. The symbolic meaning addresses the conceptual approach of the brands story being condensed in a symbol, sign; miniature visual narratives. The taxonomy of strategies applies to the classification of the logo. For instance: a portrait logo will use the name of a fictitious individual, and a descriptive logo will relate to a description of names ad symbolic logos.
The relationship between logos and brands form the interpretation and translation. Semiotic are logos which are designed in mythological process. An example of this, is the Apple computer company. The visual nature of logos was adapted from the ancient era, of visual symbolism being used to communicate verbal activities, and example of this is cave art, as well as the invention of the alphabet, 1000 BCE, (Davenport 1984).
In the modern day, contemporary logos have adapted this visual concept, visual signs have been a primary marketing strategy. The Toronto Lugano, researched into logo aesthetic, research is proven that geometric shapes are more aesthetically pleasing. However, Greek philosopher Plato (c427-347 BCE) connote that logos are innate. Examples of a geometric logo in the modern day is the Mercedes Benz logo, the purpose of this is to address recognisable and memorable characteristics.
The purpose of logos is to address a unique aesthetic. An example of this is through the Apple brand, this highlights a latent mystical meaning. Products produced through Apple is the iMac line. The iMac line, is written with a lowercase “i” to establish the interpretation of intelligence, imagination, and illumination. The recognition of Apple and other companies being unique establishes the importance of logos and names in advertisement, these components are used as a unique tool for persuasion, Danesi (2006).
Mental construct is the leading function of branding. Bedbury (2002:12) suggests that mental construct is an important component to signify a broad meaning. A lack of branding in products creates a senseless dynamic. This therefore addresses the importance of brands, which states brands are not defined by the products.
However, a major problem in the market place was the identification of which product belong to who, therefore branding helps create this differentiation. This is developed through cultural meaning: cultural meaning is known as a connotative meaning in semiotics. The more meaning which is applied and developed into a brand, the brand is likely to be socialised. Meaning is conveyed through a mental construct. This mental construct is established through culturally shaped images which is recognised towards specific brands. An example of this is Amazon.com. Amazon.com is a web interface which functions as a book store. The conceptual approach of Amazon includes 2 connotations: The first connotation reflects the Greek mythology. The context of this is the war- like woman who would exclude me from their society. This concept was later adapted into the English context to describe in a metaphorical way, a woman who is gigantic would be described as an Amazon.
The second concept addresses a geometric approach, relating to the context of the Brazilian Amazon region, which have parts which are unexplored. This concept was adapted for the Amazon.com to address the analogy of exploring, finding the unknown. The images conveyed by the Amazon.com, the image is rooted to a mythic tradition, this is the power of psychology. The ideology of linking these images to contextual interpretation of the name of the brand. This process is established as mythology. Mythologizing is a common component in the advertising field, Danesi (2006).
Barthes (1915-80) explores the semiotic approach of objects which undertake the process of denotation and connotation. Connotation are most potent with signs which addresses power of the social and ideological function. On the contrary, denotation accept these connotation into myths. Overall, mythology includes a strong emotional appeal in a systematic process, which creates representation normal in the modern day. Modern brand manufacturer stresses the benefits of the product to expect a purpose of purchase, this is known as a signification system. Baudrillard (1973, 1978, 1981, 1988) discusses the concept of distraction, this is through the act of persuasion acting as a force for purchase.
Advertising was formed through traditional outcomes. Throughout history, traditional outcomes have been developed through the exploration of technological change; in particular, movable type printing which occurred in the 15thCentury. This movement in advertising is the component of contemporary advertising. These features include: radio, television, and the Internet. In the modern day, advertising is reliant to media formats, Wharton (2015).
There are various studies which debate the existence of advertising. Advertising stemmed through knowledge, skills and art; frescoes and mosaics. These formats were identifying through texts and images found in public environments. The first identification was through book production in the 15thCentury. Europe transformed the setting up of Guttenberg’s press at Mainzin Modern Germany in 1450s. This technological procedure allows books, for instance the 42-line bible to be reproduced. This example was stated the main movement within advertising; religious books were borrowed around Europe to be copied by hand.
Another identification towards advertising was the production of a single sheet known as ‘The Pyes of Salisbury’ which was created by Caxton’s printing press in 1477. Various studies believe this was the first print of advertising. The functionality is up to debate, two copies were produced which suggests a sense of an announcement which was used as a poster.
However, Elliot argues this, where he states that advertising was initiated in the 18thcentury rather than the 16th. Elliot identifies an early example of advertising which is known as a broad sheet. A broad sheet is a single sheet of paper printed on one side and sold in a public environment. Broadsheets were the gate way to visual culture which allowed images to be more available through popular prints (Briggs & Burke 2005:31-3)
Newspapers and Newsprint in advertising are further developments of movable type. For instance, the ‘London based weekly publication’ in 1657, explored textual advertising. Consequently, this outlines how advertising was performed more textual which was later developed into imagery to connote a message. This outline the significant of advertising in the contemporary visual culture, Wharton (2015).
Jefkins & Yaldin (2000) lists two forms of advertising. Above the line advertising refers to television, cinema, radio, and print formats of advertising. Juxtaposed to below the line advertising; direct mail, retail, and point of sales displays. The movement in online advertising has enabled advertisers to reach out to experiencers in new formats more quickly, and target them more accurately. Digital culture has been developed throughout history to reach out to consumers on a faster timescale. Digital is an advertisement form through electronic media associated from codes, Bassey (2009).
In the history of development in branding, digital advertising has been thought of as a key factor in media convergence. This involves the movement of traditional media. Convergence influences change through relationships between these technological techniques, which incorporate traditional media into the new digital industry. This allows forms of advertising to be presented into diverse technologies; internet, mobile phones, and gaming devices (Bainbridge 2013).
Brands are the visible component of social experience. Arvidsson identifies the difference between advertising and branding. Advertising is used to guide and persuade the user by using the products best qualities (Kline 2009:32). Arvidsson states the form of advertising being a ‘Fordist’ which is related to techniques and products of mass production. Post Fordist branding is based on capitalism within the media culture. Techniques explored are managed through identity. Identity is used as a format in the market interpretation; applied human qualities into the business organisation. Finally, the brand rarely sends a narrowed message about the product, however becomes shared in a brand space of culture.
The form of branding is structured through the characteristics of a person, this is originated through the ideology of heritage. Personality qualities are associated with brand features: brand name, logo, symbol, advertising, stylistic, price (Aaker 1997). Personal meanings of brands vary across different cultures, meaning is subjective. (Aaker 1997). The human aesthetics are taken through a metaphorical interpretation of the consumer forming an interpersonal relationship with brands, Fournier (1998). The theory explores the aspect of high loyalty towards the brand and will allow tolerance of the brand lapses and forgiveness. Brand relationships are formed through the concept of nostalgia. Nostalgia are formed from past experiences. These experiences help connect consumers incidents creating a relation towards the brand. (Holbrook and Schindler, 2003).
A considerable amount of researched has been found exploring various definition of brand equity. Brand equity is summarised through the value of the worth in a brand. This includes: name, trademark, product. It is all the elements in the brand which help compose it such as advertising, marketing, research, production. However, some research argues the importance of advertisement; without advertisement, there will be no brand. A brand name has gained importance of identifying the brand and creating differentiating between products, Rosenbaum-Elliot, R. and Percy, L. and Pervan, S (2011).
Positioning is an increasingly important area in marketing communication for a brand. Customers depend on experience to make decisions. This understanding is communicated through brands. Positioning is identified through the differentiate between competitors. In the marketing industry, the overall positioning of a brand will be identified, Rosenbaum-Elliot, R. and Percy, L. and Pervan, S (2011).
The digital marketing is drastically improving in the modern day. An example of this is mobile phones technology, where advertising is used in an aesthetic manner to attract marketers. The use of the mobile phone creates the ideology of the interaction being anytime and anyplace. Mobile Marketing associations (2005) states the qualities of the new development being spontaneous, and direct. This allowed collaboration with traditional media. For example, traditional magazine publishers took advantage of app facilities by publishing their traditional media in a digital format. This enabled the consumer to connect with the brand whiles on the go, Sulivan (2010).
Hassenzahl and Roto (2007) states the difference between functionality and emotional impact. This is explored through the components of do goals and be goals; do goals relates to the activity in the digital industry such as phones calls, writing documents, shopping online, search for information. Be goals relates to your emotional needs which involve self-identity, relatedness, being satisfied in life. A primarily hedonic relates to a be product, juxtaposed with a primarily pragmatic which is a do product. The perception of products may be pragmatic and hedonic, or neither.
UX design is a form of digital graphic design. User Experience design is the informed manipulation and development of factors that influence the user’s experience. Therefore, UXD is the visual aesthetic design. The functionality informs visual interface design, (Lecture notes, 2017).
Online social behaviour has changed human interactions. The movement in relationships has introduced online communities from around the world. This movement allows individuals to share knowledge, entertain, promote, explore different cultures. (Budden Anthony, Budden and Jones, 2011; Kumar, Novak and Thornkins 2010). The web is used as an advertisement component to reach out to a large number of people in a short amount of time. (Berthon, Pitt and Watson, 1996). This leads to arguments that perhaps companies should engage with social media.
Difficulties in branding arise through the constant change in experiencers, and through cultural movement in mass culture. As time passes, brand movement will naturally feel different, Healey (2008). Target market is one of the main features in marketing. In the modern day, preferred digital media is used by millennials which effect and influence behaviour of the consumer. Digital marketing is the practise of promoting products and services using digital distributions channels. The act of digital marketing creates the ideology of a promise. (Okazaki, Katsukura, and Nishoyama, 2007). The components within digital marketing such as mobile phones and laptops have acted as a common tool for millennials, which have become known as essentials. Interactive technologies have a sense of control over millennials in the creation of products and brands. However, the problem with online advertising is some processes can come across intrusive. Interruption can cause a negative impression which effects the whole brand. (Li Edwars, and Lee, 2002;McCoy, Everard, Rolak, and Galletta, 2007).
To conclude, overall the digital industry has created strategies which have mostly appeared more effective towards millennials in the modern day. Digital marketing has played the most important component for persuasion due to the speed and easy access.
Bibliography
Healey, M (2008) What is Branding?, Switzerland: RotoVision
Danesi, M (2006) Brands, New York and London: Routledge
Rosenbaum-Elliot, R. and Percy, L. and Pervan, S (2011) Strategic Brand Management, Oxford: University Press
Wharton, C (2015) Advertising Critical approaches, New York: Routledge
Simon Jones (2017), User Experience Design, Lecture notes
