CHAPTER 6

The Synergistic Relationship

Learning Objectives

Analyze strategic use of branding as part of a digital strategy.

Understand the impact of technology on the future of digital marketing.

Understand how a brand can ensure authenticity through a cohesive message.

David Ogilvy, considered to be the “Father of Advertising,” once said many years ago: “a brand is the consumer’s idea of a product” (Blackston 2000). As this quote captures, the consumer is an active participant in the creation of brand equity. As marketers, if we want to understand and manage the intangibles such as brand equity directly, we need to look at the consumer as an associated brand relationship. A brand relationship is an extension of the notion of brand personality, ...

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