Chapter 8
1. How does technology redefine the role of the end user in the branding process? Technology has changed brands in many ways. It allows customers around the clock shopping through the internet, applications have been created to put on cellular devices to offer coupons and make suggestions to consumers. Most importantly, the option to customize your own products online has become very popular. Technologies “do impact the brand in the form of creating new brand extensions, or rather a series of microbrands. Think of microbrands as a group of satellite brands that are variations of the mother brand.” (Fashion Branding Unraveled Pg. 270)
2. How does the concept of experiential branding relate to the branding process as described in part 1? “Experiential branding is the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than an experience)” (Fashion Branding Unraveled pg. 270) Brands want to create an unforgettable and un matched customer experience for their consumers. This experience is what will keep their customers returning and loyal because of the exceptional experience. It is believed that a customer will remain loyal to a brand who treats them well.
3. How do microbrands compare to corporate brands and brand extensions? “A microbrand is a limited yet distinct version of the original (or mother) brand.” (Fashion Branding Unraveled pg. 270) Sometimes brands will release a “limited edition” of a product where the color may be different, or in the case of food and beverages, there will be a certain distinct flavor, which is not normally offered, available for a limited amount of time. This creates excitement amongst consumers, or is a way of trial of a new item. Sometimes “limited edition: products are introduced at certain times annually, or they become a regular staple item within the brand if they gain enough of a following.
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