MARK3092: Brand Management
Individual Assignment (20%)
Brand management in a digitally-empowered world
Due in Week 5 (08.04.13)
Hardcopy and Turnitin submission
The rapid advancement of technology has bridged the gap between the company and consumer. We are in a period of renaissance where consumers have realized that they (we) have the power. Networking and the power of the blog have not gone away, but Brand creation, adoption and innovation are no longer limited to a monologue to the masses or even a dialogue amongst a select few trend-transmitters. Rather, there is an ongoing, cyclical conversation between those who create trends, products and brands and those who consume and them and ultimately contribute to new what’s next. We have evolved from a paradigm of influence to an ethos of empowerment. Using technology, collaboration and co-creation to empower others to engage, create and innovate. Brands must also take on the responsibility of empowering consumers: activating social change by using the power of their collective consumer-bases.
What is the essence of The PlayStation Brand? Discuss your answer. (10 marks)
The essence of the PlayStation brand can be encapsulated by the brand’s inspiring innovation in gaming approach. The rise of the growth of competition in the marketplace, rise of online gaming, movie downloads and virtual communities means that the traditional gaming customer profile has been broadened. PlayStation has helped to shape and develop a graphic framework through design and animation to speak with a wider audience and achieve the relevant tone of voice. In essence, the PlayStation brand has the innovative drive ‘to watch, to chat, to choose and to make (not just to play) games.
In 2005, Australian newspaper The Age wrote an article about the PlayStation brand. Among the numerous interviews conducted with various people in the industry was an interview with Dr Jeffrey Brand, associate...
References: Fernando, V. and Ngo, L.V. 2012. Enhancing customer perceived value via customer empowerment and customer-brand identification, ANZMAC 2012, Adelaide.
Linda Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573.
Ramani, G. & Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45.
Sweeney, J. C. and Soutar, G.N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
END OF THE INDIVIDUAL ASSIGNMENT
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