Digital Media Branding

Harsha Salunke 77Swapnil Gaikwad 60

Various aspects

Brand position Brand image strategy development Persuasion & attitudinal changes through

appropriate copy development Copy decision Creation and production of copy

Digital marketing in India

• Due innovation in Digital marketing and a strong, direct relationship with consumers is increasing successful brand building and sales in India

• There are 375 million internet users in India . However, compared to the $100 million (Rs 400 crore) of digital marketing spend in India, print and TV ad spends are way higher at Rs 17,000 crores, which is 40 times that of digital ad spends.

Objective Of Study

• What are the essential ingredients of Branding• What are the various roles of an Product Manager in Digital

Marketing?• Role of digital marketing in tadays brand positioning concept• How does copy decision affects brand positioning strategies in

digital marketing

Brand positioning

• Brand positioning refers to “target consumers” reason to buy your brand in preference to others.

Brand positioning must make sure that:• Must be unique/distinctive vs. competitors• Must be significant and encouraging to the niche market• Must be appropriate to all major geographic markets and businesses• Must be the proposition validated with unique, appropriate and original

products• Must be sustainable - can it be delivered constantly across all points of

contact with the consumer• Must be helpful for organization to achieve its financial goals

Brand Image

• It is a set of beliefs held about a specific brand.

• Quality, Wealth, Power, Influence, Class

Brand image development strategy

• Step 1: Set yourself apart.

• Step 2: Know your target customer

• Step 3: Develop a personality

Incredible India

• The first marketing initiative of its kind, Incredible India was conceptualized in 2002 .

• The primary objective of this branding exercise was to create a distinctive identity for the country.

The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.

• Incredible India focus on TV ad campaign.• Appointed agencies for online campaigns

and Digital marketing.• The Incredible India campaign is being

shown on major European channels to attract the world's eye.

• The advertisement also appears in the in-flight magazines of all major international carriers.

• It has won the World Travel Award 2009 for being the best campaign of the year.

To Revamp the Brand “Incredible India” using New Media Tools.

Hence to increase the Visibility and Reach of Incredible India amongst its users.

OBJECTIVE