Podcast
Questions and Answers
Using Web 2.0 as a key branding process on digital platforms involves the use of:
Using Web 2.0 as a key branding process on digital platforms involves the use of:
- Owned, earned and paid media (correct)
- Crowd-casting (correct)
The type of branding is typically referred to as:
The type of branding is typically referred to as:
"localization" or "regional branding"
It is therefore not just the physical features that create a brand but also the feelings that consumers _____ towards the company or its product.
It is therefore not just the physical features that create a brand but also the feelings that consumers _____ towards the company or its product.
develop
What reinforced the idea that drinking Coke brings joy?
What reinforced the idea that drinking Coke brings joy?
What do Coca- Cola Christmas ads trigger?
What do Coca- Cola Christmas ads trigger?
What is corporate positioning in traditional media?
What is corporate positioning in traditional media?
What is crowdcasting in the context of corporate branding?
What is crowdcasting in the context of corporate branding?
According to the module, crowdcasting is 'many to one'.
According to the module, crowdcasting is 'many to one'.
Crowdcasting ensures that an organisation builds its brand through its:
Crowdcasting ensures that an organisation builds its brand through its:
What is the one to many aspect of the branding?
What is the one to many aspect of the branding?
Give an example of Leveraging social media for amplification.
Give an example of Leveraging social media for amplification.
What is an example of how to incentivise sharing & tagging?
What is an example of how to incentivise sharing & tagging?
What is the purpose of owned media in online setting?
What is the purpose of owned media in online setting?
What is an example of one benefits of social media?
What is an example of one benefits of social media?
What are the challenges of social media?
What are the challenges of social media?
Cost Per Click bidding means you pay Google for each view on your ads
Cost Per Click bidding means you pay Google for each view on your ads
What is Lake Media's business shifted to?
What is Lake Media's business shifted to?
Branding is not only about promoting the:
Branding is not only about promoting the:
Flashcards
What is a brand?
What is a brand?
A name, term, design, or feature identifying one seller's good or service as distinct from others, including physical AND emotional aspects.
Localization (Regional Branding)
Localization (Regional Branding)
Adapting a brand's visual elements and messaging to suit the preferences and cultural nuances of different geographical locations or markets.
Crowdcasting
Crowdcasting
A branding strategy where a company uses a large, diverse group to generate brand-related content, ideas, or engagement.
Underlying Principle of Traditional Media
Underlying Principle of Traditional Media
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Underlying Principle of Web 2.0
Underlying Principle of Web 2.0
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Owned Media
Owned Media
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Paid Media
Paid Media
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Earned Media
Earned Media
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Role of Owned Media
Role of Owned Media
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Role of Paid Media
Role of Paid Media
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Role of Earned Media
Role of Earned Media
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Benefits of Owned Media
Benefits of Owned Media
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Benefits of Paid Media
Benefits of Paid Media
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Benefits of Earned Media
Benefits of Earned Media
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Challenges of Owned Media
Challenges of Owned Media
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Challenges of Paid Media
Challenges of Paid Media
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Challenges of Earned Media
Challenges of Earned Media
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Cost Per Click
Cost Per Click
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Study Notes
- Week 5 - Building Your Brand II
- Using Web 2.0 as a key branding process on digital platforms involves:
- Crowd-casting
- Owned, earned, and paid media
Localization or Regional Branding
- Adapting a brand's visual elements like logos and colors to suit the preferences of different geographical locations or markets.
Branding Defined
- A brand identifies a seller's goods or services, distinguishing it from competitors
- A brand defined by physical features in addition to the feelings consumers develop towards the company or its products
Happiness and Joy with Coca-Cola
- Coca-Cola's "Open Happiness" tagline reinforced the concept of joy through Coke in the 2000s
- Ads displayed smiling and laughing people enjoying moments together
- The red color and bubbly fizz contributed to excitement
Nostalgia and Comfort
- Coca-Cola branding ties the drink to memories, family gatherings, and holidays
- Coca-Cola Christmas ads featuring Santa Claus and polar bears evoke comforting emotions
- Many people connect Coke with home and tradition
Branding Using Traditional Media
- Organizations still use traditional media for one-way messaging
- Corporate positioning involves planning and controlled transfer of corporate messages
Branding Using Web 2.0
- Crowdcasting in corporate branding leverages a large group of people for brand-related content, ideas, through social media or online platforms, or engagement (Kung, 2024)
- Crowdcasting combines crowdsourcing (gathering input) and broadcasting (sharing messages)
- Underlying principle is impromptu and free generation and dissemination of corporate content
Example of Crowdcasting
- Organizations build their brand through its stakeholders
- Stakeholders themselves can create content and provide it to others based on the initial material
One-to-Many Branding
- Coca-Cola's Sr Brand Manager wanted to merge magic of Coca-Cola and Marvel
- Campaign encourages moments of happiness, unity, and community
- A competition to collect special edition cans involves sharing a group selfie on Facebook
- Facebook competition offers winners tickets to a screening of a Deadpool & Wolverine movie on Saturday, 28 September 2024
- Prizes include accommodation and airfare for winners outside the city
Many-to-Many Branding
- Coca-Cola puts a human face to products as consumers write about their experiences
Leveraging Social Media for Amplification
- Share blog posts on social platforms with hashtags and invite discussion
- Start a Twitter/X or Instagram challenge to involve readers
- Use hashtags to create challenges
Incentivize Sharing and Tagging
- Create a Facebook page for study habits, posting questions to encourage sharing advice
- Offer a prize to the most engaged participants on a Facebook page
Summary of Traditional and Web 2.0 Media
| Traditional Media | New Media (Web 2.0) | |
|---|---|---|
| Communication Approach | Broadcasting: stakeholders as audience receives messages | Crowd-casting: Stakeholders produce or forward content |
| Communication Model | One to many | Many to one; many to many |
| Underlying Principle | Corporate Positioning: planning and controlled transfer of corporate messages | Content generation: Impromptu and free generation and dissemination |
| Key Metaphors | Medium, Channels | Platform, Tools |
| Rules of Communication | Fixed and controlled | Messy and emergent |
| Content Production Costs | Expensive/High | Cheap/low |
Owned, Earned, and Paid Media
- In 2010, organizations began aligning their corporate marketing and branding with internet growth.
- David Armano developed a framework for aligning social media and digital branding/marketing
Differences Between Media Types
| Owned Media | Paid Media | Earned Media | |
|---|---|---|---|
| Definition | Organization owns and controls | Paid for content/exposure on other online media | Stakeholder generated online word/mouth about the organization |
| Examples | Website, blog, Facebook, Twitter, YouTube | Display ads, paid search, sponsored links | Word of mouth, online chatter, viral content |
| Role | Generate interest, build relationships | Direct advertisement | Generate traffic to owned media, create more |
| Benefits | Control aspects of production, cost efficient, stakeholder engagement | Immediacy, control | Most credible, authentic |
| Challenges | No engagement guarantee, potential skepticism | Declining reach, credibility questioned | No control, can be negative, hard to measure |
Owned Media Example: Lake Media
- Lake Media is an example of owned media by a small media production led by a communication arts graduate in Lae
- Owner Jeremy began using Facebook and LinkedIn to advertise
Shift to Earned Media
- Jeremy's business has shifted to earned media through word of mouth
- Lake Media has clients from all over PNG including UNDP, World Bank, DHL, Lae City Authority, Mineral Resources Authority, National Airport Corporation, Deugro
Moving from Owned to Earned - Shifts
- Owned Media: Facebook, LinkedIn, Website
- shifts to
- Owned media: Word of Mouth
Conclusion
- Branding considers promoting an idea within specific product, services, and company activities through traditional & Web 2.0 tools
- Crowdcasting enables organizations to improve brands
- The owned, earned, and paid media framework helps understand branding in the Web 2.0 environment
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