Monday, November 18, 2013

Impacts of Internet on Branding

   The emergence of Internet has become a big change in anyone’s and on any company’s life. Nowadays internet is used for any purpose; school, work, chat, cooking instructions, and anything one’s can think of. The availability of the internet has also a big impact of marketing and brand management. Travis Daryl in his article” Branding in The Digital Age” explains how the internet has changed the process of branding.
    Back in the days, keeping the good reputation of a company and a brand name was easy. Things were going just one way. Daryl explains how the companies or brands used to hide behind the public relations to keep a good reputation for their names. They showed only what they wanted the consumers to perceive. The author said that “in the twentieth century's mass communication was that just about every man, woman, and child in America could recite the mantras of the most popular brands as easily as their own names”.
Now came the internet, and “The Perils of Word of Mouse Brands are now an open book for all to look into”, Daryl Travis. Most people have computers or access to computers. The words of the manufacturers a not taken for granted now. Everybody can go online and leave a feedback for a product or give their impressions about a product. Consumers create discussion blogs and have more power with just a click.
As on everything, the internet has both positive and negative sides.
It helps the consumers and the manufacturers 
  • Keep the brand honest.
  • Create demand for a brand.
  • Give more details and information about a product.
  • consumer explore their options and directly talk back.
  • The manufacturer know exactly what consumers need.
  • Brand Loyalty (the option of “customizing your own” makes the consumer like your brand).

The down sides
  • The reputation of brands is in the hands of the consumers who can write whatever they like true or not about a product.
  • “customers will go looking for a brand based on what they want rather than the brand doing all the work of making a connection” Daryl Travis.
  • Increase competition.
Citations
Travis, Daryl. "Branding in The Digital Age." Journal of Business Strategy. 22.3 (2001): 14-18. Print.


3 comments:

  1. The internet can be a useful tool for a company that wants to expand its reach. However, like you mentioned it can have a negative effect on a brand as well. I have seen websites that are made specifically to complain about companies and ruin their reputation.

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  2. The internet today is used for good or bad. It is definitely used to promote business. I go online and put my 2 cents in whenever I see fit. I do not post ill reports unless something deserves it mightily. I always believe in the lemon factor. That being said, many companies might even post negative stuff about competitors just to get an advantage. Nobody regulates or can regulate the internet. It is what it is.

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  3. The internet is without a doubt the most useful tool a company can use. Like with anything there is always going to be a down side. However, there are definitely more positive benefits than negative benefits

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