PAPER CODE 4.3.

1 - STRATEGIC BRAND MANAGEMENT

MODULE 6
BUILDING ONLINE BRANDS

HIGHLIGHTS
Integrated Marketing Communication - The New Media Environment – Building and managing online Brands
- Marketing Communication Options – Using social media to Build Brands – E-Commerce & Brands

Integrated marketing communication (IMC) is a strategic approach that unifies a brand’s messaging across all
marketing channels and media. IMC combines traditional and modern marketing to ensure that promotions
reach all relevant stakeholders.

Integrated marketing communication (IMC) combines many marketing channels to create a cohesive and
consistent brand message. Developing a coherent communication strategy entail coordinating efforts across
digital media, direct marketing, public relations, sales promotion, and advertising. Through the alignment of
these disparate components, IMC guarantees that all marketing endeavours collaborate harmoniously to
augment brand exposure and consumer involvement. Fundamentally, IMC wants to reinforce important brand
characteristics and values by presenting a consistent brand image across all channels and touchpoints. Through
this integration, businesses may establish more enduring relationships with their target market, cultivating
trust and brand loyalty. Through the strategic coordination of messages and promotional activities, IMC
enables customers to have a more memorable and powerful brand experience.
• Integrated marketing communication (IMC) is a strategic approach that integrates various marketing
channels to create a consistent brand message.
• It involves coordinating efforts across digital media, direct marketing, public relations, sales
promotion, and advertising.
• IMC aims to reinforce brand characteristics and values, establish enduring relationships with target
markets, and enhance customer experiences.
• It uses analytics and data-driven insights to enhance communication plans, improve ROI, and achieve
marketing goals.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 1

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

Importance of IMC
1. Constant Brand Communication: IMC makes ensuring that a single brand message is communicated
over all channels of communication, supporting the maintenance of the brand’s identity and core values
at different touchpoints.

2. Improved Consumer Participation: IMC helps businesses engage consumers more successfully by
combining marketing initiatives, which builds stronger bonds and relationships.

3. Efficient Resource Allocation: By coordinating marketing initiatives, reducing effort duplication, and
optimizing the impact of each campaign, IMC makes it possible to allocate resources efficiently.

4. Better ROI: IMC may increase marketing campaigns’ efficacy and therefore their return on investment
and overall cost-efficiency by aligning marketing channels in a synergistic way.

5. Enhanced Brand Loyalty: IMC’s consistent and well-coordinated communication fosters consumer
trust and loyalty, which promotes advocacy and repeat business.

6. Flexibility in Changing Markets: By incorporating real-time data and insights into communication
plans, integrated marketing communications (IMC) helps businesses to adjust to changing customer
preferences and market trends.

7. Competitive Advantage: Organizations that successfully integrate IMC stand out from the competition
by offering a smooth and engaging brand experience that appeals to customers.

Approaches to Integrated Marketing Communication

To guarantee the smooth integration of marketing initiatives across several media, integrated marketing
communication, or IMC, uses a variety of strategies.
Methods:
1. Constant Communication: Making sure that the public relations, social media, advertising, and sales
promotions all use the same version of the brand message. Messaging consistency improves brand
awareness and serves to reaffirm brand identity.

2. Cross-Channel Integration: Ensuring a cohesive and coordinated strategy by coordinating marketing

initiatives across several channels. In order to optimize the impact of each channel and give customers
a consistent brand experience, this entails coordinating tactics, content, and timing.

3. Focused on consumers Approach: Delivering pertinent and tailored communication by concentrating

on the requirements and preferences of the intended audience. Marketers may increase engagement
and response rates by customizing messaging and content to resonate with particular target groups by
analyzing customer behavior and preferences.

4. Information-Driven Insights: Using consumer and data analytics insights to guide marketing choices
and enhance communication tactics. Marketers may improve the efficacy of their campaigns and

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 2

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

improve their messaging by identifying trends, preferences, and opportunities through the analysis of
consumer data and feedback.

5. Combined Strategy Formulation: It is the process of creating extensive marketing campaigns that
use a variety of platforms and strategies to accomplish predetermined goals. In order to guarantee a
seamless and effective execution, integrated campaign planning entails coordinating objectives,
tactics, and resources across several teams or departments.

6. Integration of Technologies: It refers to the combination of marketing technology and solutions to

increase team communication, automate operations, and expedite procedures. This entails utilizing
analytics tools, customer relationship management (CRM) platforms, and marketing automation
platforms to improve the efficacy and efficiency of providing integrated marketing communication.

Components of the Integrated Marketing Communications (IMC)

1. Advertising: Advertising is the paid marketing of goods, services, or brand messaging across a range
of media, including print, radio, television, internet platforms, and outdoor billboards. Strategic design
is used in advertisements to draw in viewers, raise awareness, and sway their opinions.

2. Public Relations (PR): Its main goals are to manage and shape the public’s opinion of a brand through
effective relationship-building and communication strategies. To improve a brand’s credibility and
reputation, this includes influencer relationships, events, sponsorships, press releases, and media
relations.

3. Direct Marketing: Using media like email, direct mail, telemarketing, and SMS, direct marketing is
communicating directly with specific customers or target populations. With this individualized
strategy, marketers may reach out to customers directly with customized offers, promotions, or
messaging, encouraging a more prompt and personalized reaction.

4. Sales Promotion: Using transient incentives like discounts, coupons, competitions, samples, or loyalty
programs, sales promotion strategies aim to boost sales right away or foster customer involvement.
These promotions are frequently utilized to draw in new clients or boost revenues during particular
times.

5. Virtual Marketing: Virtual/Digital marketing reaches and interacts with customers through online
platforms and channels including social media, websites, mobile applications, and search engines. This
includes techniques to improve brand awareness, create leads, and drive traffic online, including as
pay-per-click (PPC) advertising, social media marketing, content marketing, and search engine
optimization (SEO).

6. Content Advertising: To draw in and hold on to a well-defined audience, content marketers create
and disseminate valuable, pertinent, and consistent information. This material is intended to inform,
entertain, or inspire customers while discreetly advertising the business. It can come in a variety of
formats, including articles, blogs, videos, infographics, and podcasts.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 3

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

7. Social Media Marketing: Social media marketing is connecting and interacting with customers via
the use of social media platforms like YouTube, LinkedIn, Instagram, Facebook, and Twitter. Social
media is a tool that brands utilize to distribute content, engage with followers, create communities, and
show off their personalities and beliefs in order to humanize their business.

8. Partnerships and Sponsorships: In order to broaden their audience, increase brand awareness, and
establish their reputation, brands frequently work with other brands, companies, or individuals through
partnerships and sponsorships. This might be contributing to co-branded campaigns, supporting events
as a sponsor, or teaming up with influencers to promote goods or services.

9. Internal Communication: Internal communication makes sure that messages are consistent and
aligned at all organizational levels, including with employees. Workers are vital in fulfilling the brand
promise to consumers and are frequently seen as brand ambassadors. To keep staff members informed
and involved, internal communication initiatives could include town hall meetings, newsletters,
intranet updates, and employee training.

10. Combined Digital Tools and Technologies: Brands frequently use a variety of digital tools and
technologies to improve marketing efforts across many channels, measure performance metrics, and
simplify communication procedures in order to successfully implement IMC strategies. To manage
and assess the success of marketing efforts, this may involve the use of social media management
tools, analytics software, marketing automation platforms, and customer relationship management
(CRM) software.

Integrated Marketing Communications Tools

1. Automation in Marketing Platforms: With the help of these platforms, marketers can automate time-
consuming activities like lead nurturing, social media posting, and email marketing. They frequently
have tools for campaign tracking, targeted messaging, and consumer segmentation, which help to
improve and expedite marketing procedures.

2. Customer Relationship Management (CRM) Systems: Systems for managing and analyzing
customer relationships and data across the customer lifecycle are known as customer relationship
management, or CRM systems. Marketers may track customer activity, tailor messages, enhance lead
management, and target more effectively by combining CRM data with their campaigns.

3. Content Management Systems (CMS): Websites, blogs, and multimedia may all be created,
published, and managed more easily with the help of content management systems (CMS) platforms.
By offering tools for content production, editing, scheduling, and delivery, they let marketers to interact
with their audience across a variety of channels and have a continuous online presence.

4. Tools for Social Media Management: With the aid of these resources, marketers may plan posts,
schedule content, track engagement metrics, and examine audience behavior. Brands may successfully
connect with their audience on social networks by using tools for social listening, content curation,
and social advertising.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 4

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

5. Analytics and Reporting Tools: Analytics tools help marketers monitor important metrics like
website traffic, conversions, engagement, and ROI by offering insights into the effectiveness of
marketing campaigns and channels. Marketers may increase overall marketing effectiveness by
identifying patterns, optimizing campaigns, and making data-driven choices through the analysis of
data and analytics.

6. Email Marketing Software: Email marketing software facilitates the creation, distribution, and
monitoring of email campaigns for the purpose of engaging with potential clients and consumers.
These solutions, which assist marketers in reaching their audience with relevant and targeted messages,
frequently come equipped with capabilities for email design, list segmentation, automation,
customization, and analytics.

7. Tools for Search Engine Optimization (SEO): With the use of SEO tools, marketers may enhance
the visibility and search engine ranks of their websites and content. They support marketers by offering
insights into link-building possibilities, competition research, website audits, and keyword
performance. This helps them draw in more quality leads and boost organic traffic.

8. Advertising Platforms: Marketers may design and oversee paid advertising campaigns across several
channels with the help of advertising platforms like Google Ads, Facebook Ads, and LinkedIn Ads.
With the use of these platforms’ targeting choices, ad formats, budget limits, and performance
monitoring tools, marketers can successfully reach their target audience and assess the effectiveness
of their campaigns.

9. Public Relations Software: PR software aids in the administration of influencer outreach, press
releases, events, and media relations for businesses. These solutions, which assist marketers in
enhancing brand exposure and reputation through earned media channels, frequently include
functionality for journalist databases, press release distribution, performance measurement, and media
monitoring.

10. Project Management Tools: These tools facilitate the coordination, planning, and planning of
marketing campaigns and projects by marketers. By offering functions for project monitoring, file
sharing, task management, and team communication, they help marketers optimize processes and
guarantee the prompt completion of IMC projects.

Integrated Marketing Communications Examples

1. Coca-Cola’s “Share a Coke” Campaign: The Coca-Cola “Share a Coke” campaign is a great
illustration of integrated marketing communications (IMC). Customers’ names were printed on
bespoke packaging, and they were urged to use the hashtag #ShareACoke when posting pictures and
narratives on social media. In order to produce a cohesive message that connected with customers all
across the world, this campaign skilfully combined public relations, experiential marketing, social
media marketing, and advertising.

2. Nike’s “Just Do It” Campaign: The famous “Just Do It” campaign by Nike is another illustration of
IMC at its finest. Nike successfully spread their brand message of inspiration and empowerment to

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 5

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

athletes and fitness fanatics worldwide using a combination of print ads, social media campaigns,
athlete endorsements, and experiential marketing events.

3. Product Launch Events at Apple: Apple carefully plans its product launch events, using aspects of
digital marketing, experiential marketing, public relations, and advertising. Through teaser ads, media
invites, live streaming, and social media coverage, these events create hype and expectation that
culminates in a unified brand experience that upholds Apple’s reputation for innovation and cutting
edge.

4. Red Bull’s Content Marketing Strategy: Red Bull uses a variety of platforms to deliver interesting
and shareable content, which is a prime example of integrated marketing communications (IMC). Red
Bull skilfully combines its marketing efforts to appeal to its target group of daring and thrill-seeking
people, from holding music festivals and developing its own media platform (Red Bull Media House)
to sponsoring extreme sports events and making branded films.

5. Dove’s Real Beauty Campaign: This campaign, which uses social media, content marketing, public
relations, and advertising to dispel beauty stereotypes and advance body acceptance, is a potent
illustration of integrated marketing communications (IMC). Dove consistently conveys an inspiring
message to customers throughout the globe through thought-provoking ads, social media campaigns,
influencer collaborations, and user-generated content.

Benefits of Integrated Marketing Communications

1. Consistency: By ensuring a consistent brand message across all marketing channels, integrated
marketing communications (IMC) removes uncertainty and strengthens brand identification in
customers’ perceptions.

2. Enhanced Brand Exposure: IMC increases brand exposure by combining several communication
channels including digital marketing, public relations, and advertising. This helps the brand reach a
larger audience and become more recognizable.

3. Enhanced Customer Engagement: Through the delivery of consistent and pertinent messages that
are customized to each customer’s preferences and behaviors across a variety of touchpoints, IMC
enhances customer engagement, resulting in stronger bonds and greater loyalty.

4. Cost Efficiency: IMC minimizes waste and redundancy by better leveraging resources and
coordinating marketing operations. This maximizes the return on investment (ROI) for marketing
initiatives while also reducing costs over time.

5. Enhanced Marketing Effectiveness: Campaigns that are integrated and make use of a variety of
channels and strategies are more likely to motivate consumers to take action, whether it be sharing
content, making a purchase, or interacting with the brand. This leads to increased conversion rates and
better sales results.

6. Improved Data Insights: IMC makes it possible to gather and analyze data from a variety of channels
and sources, which offers insightful information about the trends, tastes, and behavior of consumers.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 6

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

With this data-driven strategy, marketers can optimize their campaigns for maximum efficacy and
make well-informed decisions.

7. Competitive Advantage: Businesses who use integrated marketing communications (IMC) stand out
from rivals who might not use such integration and consistency in their marketing campaigns by
showcasing a united and cohesive brand image that appeals to customers.

Steps in the Integrated Marketing Communications Planning Process:

1. Performing a Situation Analysis: It entails evaluating the internal and external variables, including
as market trends, competition analysis, SWOT analysis, and consumer insights, that may have an
influence on the brand’s communication objectives.

2. Clearly Defining Objectives: Creating quantifiable, targeted communication goals that complement
the organization’s overarching marketing and commercial objectives. These goals must to be based on
key performance indicators (KPIs), attainable, and practical.

3. Finding the Target Audience: To make sure that communication efforts are suited to their needs,
interests, and motivations, target audience groups should be defined based on behavioural,
psychographic, and demographic traits.

4. Creating Key Messages: Creating concise, coherent messaging that communicate to the target market
the brand’s distinct positioning, advantages, and value proposition. The goals and identity of the brand
should be reflected in these communications.

5. Choosing Communication Channels: To effectively reach the target audience, choose the best
combination of communication channels and methods. Public relations, digital marketing, social
media, direct marketing, events, and sponsorships are a few examples of this.

6. Formulating the IMC Strategy: Formulating a thorough IMC strategy that describes how every
communication channel will be synchronized and integrated to provide a consistent brand message
across various touchpoints.

7. Putting the Strategy into Action: Using the selected communication strategies and channels in
accordance with the budget and schedule specified will help to carry out the IMC strategy. This might
entail managing media placements, starting campaigns, producing content, and organizing promotional
events.

8. Monitoring and Measuring Outcomes: Using pertinent analytics tools and metrics, continuously
assess the efficacy and performance of the IMC initiatives. This makes it possible to continuously
optimize and improve the communication plan using data and insights from real-time operations.

9. Assessing and Modifying: Carrying out a post-campaign assessment to appraise the IMC plan’s
overall effectiveness and impact in relation to the set goals. Adjustments can be made in light of the
results to enhance next campaigns and maximize resource allocation.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 7

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

The New Media Environment

A media environment is the social, mental, and economic environment created by a particular medium or
technology. It can also be described as a metaphorical concept that frames media as invisibly shaping human
life.

The media environment includes all the factors surrounding people. It includes both natural environmental
factors and social environmental factors. Media is considered a means of promotion and plays a decisive role
in the existence and development of a brand. Today, media plays an important role in quickly bringing the
brands of businesses closer to customers.

Media uses mass media such as word of mouth, radio, television and the internet to convey images and
messages about businesses to a wide audience. Currently, media needs to be built in a realistic and unique
way, combining images and videos to attract customers’ attention. Media is also a tool to guide customer
behavior. Through the process of promoting and sharing information, media plays an important role in building
trust and brand of businesses in the hearts of customers. Media is also a multidimensional activity.

Media in the environment has a direct or indirect impact on changing the perceptions, attitudes and behaviors
of the community. Through this, it promotes community participation in commercial and advertising activities.
The New Media Environment refers to the modern digital landscape where technology and media platforms
have transformed how brands communicate, engage, and market to consumers.

Media environmental factors

The media environment is the set of all factors surrounding humans, including two main factors: social
environmental factors and natural environmental factors.
• In terms of technical principles: non-digital technical systems use a range of continuous values to
represent information, while digital techniques use discontinuous values to represent input, processing,
transmission and storage information... Digital signals exist as sequences of numbers over time. The
common way of calling is to use the bits “0” and “1”. Digital techniques and technologies are widely
used in communication; it is called digital information and communication technology and techniques.
There is digital television, digital radio, multimedia communication and multi-platform press...
• In the communication process, communicators need to pay attention to psychological and social
factors, because these factors significantly impact and coordinate the communication capacity and
effectiveness. The excitement, intensity of attention, responsibility, enthusiasm and quality of
participation, along with the mood, psychology... of the audience/target group receiving the message,

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 8

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

are among the psychological and social environmental factors that affect the quality of communication.
Therefore, the communicator needs to make efforts to master the communication environment. First
of all, it is necessary to focus on preparing message content suitable for the target audience group to
stimulate attention and attract participation. On the other hand, take advantage of all conditions to
attract the participation of the audience/media target group.
• Natural environmental factors: ensure that the message is transmitted to the audience completely
and fully. These are factors such as landscape, terrain, sun, rain... that can affect the technical means
of transmission, having a direct and indirect impact on the quality of communication. Bad weather can
affect the quality of radio waves, except for digital radio communication. Mountainous terrain can
block radio and television signals. Noise and the structure of the room or hall can also affect the quality
of the message received. These barriers can be overcome with adequate preparation or investment.

New Media environmental factors

The New Media Environment is shaped by several key environmental factors that influence how brands
operate, communicate, and engage with audiences. These factors include technological, social, economic,
cultural, and legal elements that drive the evolution of media and marketing.

1. Technological Factors: Technological advancements drive the new media environment by enabling
faster, more interactive communication. Innovations like smartphones, social media platforms,
Artificial Intelligence (AI), and Virtual Reality (VR) provide brands with tools to deliver personalized,
real-time experiences. Analytics and automation help optimize campaigns and improve decision-
making.

2. Social Factors: Changing consumer behaviors and expectations shape how brands engage with
audiences. Users actively participate in content creation through user-generated content (UGC) and
rely on influencers for product recommendations. Digital communities and trends like short-form
content (e.g., reels and TikTok’s) dominate user engagement.

3. Economic Factors: New media offers cost-effective marketing options compared to traditional media,
making it accessible for both small businesses and large corporations. Brands can tap into global
markets and adopt monetization strategies like influencer partnerships or subscription-based content.
However, economic disparities impact internet accessibility and digital adoption.

4. Cultural Factors: New media enables brands to connect with diverse global audiences, but cultural
sensitivity is key to avoiding missteps. Content that reflects local values, traditions, and languages
resonates better with regional audiences. Trends, memes, and storytelling help brands communicate
cultural narratives effectively.

5. Legal and Ethical Factors: Brands must comply with regulations regarding data privacy, like GDPR
and CCPA, while being transparent about advertising and sponsorships. Ethical concerns include
managing misinformation, moderating harmful content, and protecting intellectual property rights.
Adhering to these laws helps build trust and credibility with consumers.

6. Political Factors: Government policies and political climates influence media accessibility and
regulation. Issues like censorship, platform restrictions, and cybersecurity shape how brands and

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 9

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

audiences use digital platforms. Additionally, social media plays a key role in political activism, public
discourse, and freedom of speech.

7. Environmental and Sustainability Factors: The growing use of new media contributes to a digital
carbon footprint through data centres and streaming services. Brands are increasingly leveraging
digital campaigns to reduce physical waste and promote eco-friendly initiatives. Highlighting
sustainability practices through new media helps build a positive brand image.

Characteristics of the New Media Environment

• Two-Way Communication: Unlike traditional one-way media (TV ads), new media emphasizes
interaction, enabling direct engagement with audiences.
• Real-Time Marketing: Brands now respond to trends and events in real time (e.g., Twitter hashtags,
meme culture).
• Data-Driven Insights: Analytics tools provide detailed data on audience preferences, behaviors, and
demographics.
• User-Generated Content (UGC): Customers share their experiences through reviews, posts, and
videos, influencing brand perception.
• Personalization: Brands leverage AI and machine learning to deliver personalized ads and content
tailored to individuals.

Difference between the Traditional Media Environment and New Media Environment

Aspect Traditional Media Environment New Media Environment

Communication One-way (from brand to audience) Two-way (interactive; brands and
Flow consumers engage)
Social media, websites, mobile apps,
Media Channels TV, radio, newspapers, magazines
podcasts, blogs
Audience Passive (audience consumes content) Active (audience interacts: likes,
Engagement comments, shares)
Generic messaging for mass audiences Personalized content tailored to individual
Personalization
preferences
Reach Local or national reach Global reach through the internet
Dynamic (videos, GIFs, reels, interactive
Content Format Static (text, images, audio)
content)
Speed of Slow; time-consuming to produce and Instant; content can be created and shared in
Communication distribute content real time
High production and distribution costs Cost-effective with digital tools and
Cost
platforms
Measuring Difficult; limited metrics like circulation
Easy; real-time analytics and data tracking
Impact or TRP
Delayed; often through surveys or focus Immediate; comments, reviews, and direct
Feedback
groups messages
Content Long-lasting (e.g., printed newspapers) Short-lived; content trends change quickly
Lifespan

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 10

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

Control of Controlled by the brand Shared control; audience can influence

Message brand image
TV commercials, radio ads, newspaper Social media ads, influencer marketing, live
Examples
articles streaming

Building and managing online Brands

A brand defines a business, product, service, person, or concept in the market. It differentiates the business
from others in the same industry and has a set of rules (called brand guidelines) that dictate how that business
will be marketed and presented. Branding is the process of establishing a brand—how it looks, what it sounds
like, and the defined target audience it hopes to reach.
Most effective ways to build and maintain a strong online brand / Steps:
1. Define brand purpose
2. Create a visual identity
3. Develop a content strategy
4. Build a social media presence
5. Nurture email list
6. Update and improve online brand
Building and maintaining a strong online brand is essential for establishing trust, attracting an audience, and
driving growth. Below are six effective strategies to achieve this:
1. Define Brand Purpose: A brand purpose outlines the reason your brand exists beyond making a profit.
It communicates the values, mission, and goals that set you apart. Defining a clear brand purpose helps
connect with your audience on an emotional level and guides all your branding decisions.

2. Create a Visual Identity: A strong visual identity helps make your brand easily recognizable. This
includes elements like a logo, colour scheme, typography, and imagery that reflect your brand’s
personality. Consistency across your website, social media, and other platforms enhances
professionalism and builds trust.

3. Develop a Content Strategy: A well-thought-out content strategy ensures that the information you
share aligns with your brand voice and goals. Whether it’s blogs, videos, or infographics, creating
valuable, engaging, and consistent content attracts and retains your target audience while positioning
you as an authority in your niche.

4. Build a Social Media Presence: Social media platforms allow you to connect with your audience,
increase visibility, and humanize your brand. By sharing relevant content, engaging with followers,
and participating in conversations, you build relationships and expand your reach. Choosing platforms
that align with your target audience is key.

5. Nurture Email List: An email list is a direct and reliable way to engage with your audience. Sending
personalized newsletters, updates, and promotional content helps build long-term relationships, drive
traffic to your website, and promote your services or products.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 11

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

6. Update and Improve Online Brand: Maintaining a strong online brand requires regular updates and
improvements. Monitor performance metrics, gather audience feedback, and adapt to industry trends
to ensure your brand stays relevant, consistent, and impactful over time.

Marketing Communication Options

Marketing Communication refers to the process of creating and delivering messages to target audiences to
promote products, services, or brands. It involves various tools and strategies to convey a brand’s value, build
awareness, engage customers, and drive desired actions such as purchasing or loyalty.
Marketing communication combines methods like advertising, sales promotion, public relations, digital
marketing, personal selling, and social media to ensure consistent messaging across multiple platforms. Its
goal is to influence consumer behavior, foster relationships, and achieve business objectives effectively.
1. Sales Promotion: A promotional mix of incentives, discounts, displays, demonstrations, and sales
presentations to increase business revenue. It creates urgency and encourages immediate purchases,
often through limited-time offers or special deals. Sales promotions can help clear excess inventory,
attract new customers, and reward loyal ones.

2. Advertising: A quick and effective way to communicate to large audiences, though it can be
expensive. It builds brand awareness and familiarity across diverse media channels, including TV,
radio, print, and online platforms. Consistent advertising reinforces messaging, strengthens brand
positioning, and influences purchasing decisions over time.

3. Direct Marketing: Personalized communication with target audiences through direct mail, catalogues,
or brochures. It allows businesses to target specific demographics with tailored messaging for a higher
conversion rate. Direct marketing creates measurable results, enabling businesses to track responses
and optimize campaigns.

4. Personal Selling: A two-way communication tool that allows customers to ask questions, make
comments, or express objections. Sales representatives can customize pitches based on customer needs
and build trust through personal interactions. This method is highly effective for complex or high-
value products requiring detailed explanations or demonstrations.

5. Digital Marketing: An umbrella term for using digital tools to promote products, services,
organizations, and brands. It includes SEO, email campaigns, content marketing, PPC advertising, and
analytics to optimize results. Digital marketing offers measurable insights, cost efficiency, and broad
reach to engage audiences across devices and platforms.

6. Public Relations: Involves managing a brand’s reputation and fostering positive relationships with
the public, media, and stakeholders. Public Relations efforts often include press releases, media
outreach, and event coordination to generate positive coverage. Effective PR builds credibility,
improves public perception, and helps mitigate negative publicity during crises.

7. Social media: A valuable method for consumers to research a brand before the organization is even
aware of the buyer’s interest. Brands can engage with audiences through content creation, influencer

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 12

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

partnerships, and real-time communication. Social media platforms also offer targeted advertising
options and data analytics to measure performance.

8. Sponsorship: An effective marketing and communications tool that requires detailed target audience
research and setting clear objectives. Sponsorships enhance brand visibility by associating it with
events, organizations, or influencers that share similar values. They offer opportunities for creative
campaigns and foster emotional connections with the audience through shared experiences.

Using social media to Build Brands

Social media branding is a digital marketing strategy where a brand or individual uses social media to create
a unique brand persona that differentiates them from their competition. Businesses use social media branding
to stand out and increase brand awareness across social media networks.
Social media is a powerful tool for building a brand by increasing brand awareness, establishing a positive
image, and driving sales.
A consistent brand engages consumers and encourages them to interact on social media. Social media branding
is a powerful tool for building and shaping the identity of a brand, fostering community engagement, and
establishing an authentic connection with their intended target audience.
Steps for using social media to build brands: -
1. Create a Consistent Brand Identity: Maintaining a consistent brand identity ensures that visuals,
messaging, and tone are uniform across all social media platforms. This includes using the same logo,
colours, and style of communication. Consistency helps improve brand recognition and build trust with
the audience.

2. Understand Your Audience: Understanding the audience’s demographics, interests, and behaviors is
important for effective social media branding. Research enables businesses to create content that aligns
with audience preferences. This helps in delivering relevant messaging and driving engagement.

3. Create Engaging Content: Engaging content plays a key role in capturing the audience’s attention
and encouraging interaction. High-quality posts such as videos, images, and stories offer value by
entertaining, educating, or informing the audience. Effective content helps strengthen audience
relationships.

4. Choose the Right Platforms: Choosing the right social media platforms ensures that branding efforts
reach the intended audience. Each platform serves a different purpose—for example, Instagram is
visual-centric, while LinkedIn is more professional. Focusing on relevant platforms improves reach
and engagement.

5. Run Ads: Social media advertising allows brands to target specific audiences based on location,
interests, and behaviors. Running paid campaigns helps increase brand awareness, drive traffic, and
support sales goals. Ads can be tailored for better reach and results.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 13

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

6. Engage with Influencers: Collaborating with influencers helps brands expand their reach and build
credibility. Influencers have established audiences that trust their content. Partnering with the right
influencers allows brands to connect with new audiences and increase engagement.

7. Be Active in the Community: Actively participating in online communities helps brands build
stronger relationships with their audience. This can include responding to comments, joining
discussions, and contributing to causes that align with the brand’s values. Consistent engagement
fosters trust and a sense of community.

E-Commerce & Brands

E-commerce has become a key platform for brands to reach a global audience, offering convenience and
accessibility to consumers. It allows businesses to establish an online presence, showcase products or services,
and enable seamless transactions. By leveraging e-commerce, brands can build stronger connections with their
customers, improve visibility, and drive revenue growth.
Effective e-commerce strategies include creating user-friendly websites, optimizing product listings, and
providing secure payment options. Brands can also use digital marketing tools such as search engine
optimization (SEO), social media, and email campaigns to attract and retain customers.
Personalization is an essential element in e-commerce, as tailored recommendations and promotions enhance
the customer experience. Additionally, integrating customer feedback and reviews helps build trust and
improves a brand’s reputation.
E-commerce allows businesses to operate 24/7, reach international markets, and collect valuable data to
improve decision-making. By combining technology, convenience, and effective branding strategies, e-
commerce enables businesses to grow and remain competitive in today’s digital economy.
E-commerce has become a critical platform for brands to reach a global audience, offering convenience,
accessibility, and an enhanced customer experience. It allows businesses to establish a strong online presence,
showcase their products or services, and facilitate seamless transactions without geographical limitations. By
leveraging e-commerce, brands can connect with customers more efficiently, improve visibility, and drive
sustainable revenue growth.
A successful e-commerce strategy includes:
• Creating User-Friendly Websites: Easy navigation, quick loading times, and mobile responsiveness
are essential for retaining customers and improving conversion rates. A well-structured website ensures
a smooth shopping experience.
• Optimizing Product Listings: High-quality images, clear product descriptions, and competitive
pricing help capture attention and encourage purchases. Including product videos and reviews further
enhances credibility.
• Providing Secure Payment Options: Offering multiple secure payment methods builds trust with
customers and encourages transactions. Integration of payment gateways like credit cards, digital
wallets, and UPI adds flexibility for buyers.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 14

 PAPER CODE 4.3.1 - STRATEGIC BRAND MANAGEMENT

The Role of Digital Marketing in E-Commerce

E-commerce brands rely heavily on digital marketing strategies to attract and retain customers.
• Search Engine Optimization (SEO): Optimizing website content to rank higher on search engines
and drive organic traffic.
• Social Media Marketing: Promoting products through platforms like Instagram, Facebook, and
TikTok to engage audiences and increase visibility.
• Email Campaigns: Personalized emails for promotions, abandoned cart reminders, and updates help
nurture leads and drive repeat purchases.
• Pay-Per-Click (PPC) Advertising: Targeted ads through Google or social media ensure brands reach
the right audience efficiently.

Components:
1. Personalization and Customer Experience: Personalization is a core component of modern e-
commerce strategies. Brands use data analytics and AI to understand customer preferences, enabling
tailored product recommendations, offers, and messaging. Personalized experiences improve customer
satisfaction, drive loyalty, and boost sales.

2. Customer Engagement and Trust: E-commerce platforms allow customers to share feedback,
ratings, and reviews, which play a significant role in building trust. Brands that actively respond to
queries, resolve issues promptly, and engage with customers online demonstrate reliability and
strengthen relationships.

3. Global Reach and Scalability: E-commerce removes traditional market barriers, allowing businesses
to operate 24/7 and expand into international markets. Brands can scale operations efficiently by
integrating logistics, supply chain management, and automation tools to meet global demand.

4. Technology and Innovation: Advanced technologies such as Artificial Intelligence (AI), Augmented
Reality (AR), and Virtual Reality (VR) are transforming the e-commerce landscape. Tools like virtual
try-ons, chatbots, and personalized dashboards enhance the shopping experience, making it more
interactive and immersive.
E-commerce offers brands opportunities for growth, scalability, and global recognition while meeting the
changing expectations of modern consumers. By combining technology, data-driven strategies, and customer-
centric approaches, brands can remain competitive, build loyalty, and drive long-term success in the digital
marketplace.

PROF. YOGASHREE V – SHUSHRUTI INSTITUTE OF MANAGEMENT STUDIES - SIMS 15