brand management in a digital world

13

Brand Management in a Digital World(U�L_HTPUH[PVU�VM�/\NV�)VZZ»Z�LMMVY[Z�PU�ZVJPHS�TLKPHVerfasser Sabrina Fähnle, Julia Teichmann, Jens U. Pätzmann

Social media is one of the most discussed market-

ing topics at the moment. It belongs to “one of those

phrases that many people think they should know”

�6DINR��%UDNH��S��$V�WKH�6RFLDO�0HGLD�%LEOH�E\�6DINR�DQG�%UDNH��S��I��VWDWHV��́ +XPDQV�OLNH�to know about the good, the bad, and the ugly side

of people, places, and situations, as well as to share

this information with others, often as quickly as pos-

sible.” Social media help to present oneself on the

anonymous internet, via social media people with

similar interests are able to connect online.

Today, companies invest in social media, in times

while premium consumer brands are faced with new

problems in their communication strategy: They es-

tablished exclusive communication channels to their

customers. Now they try to integrate social media

in their communication strategy while maintaining

their premium image.

'HVLJQHU�5DOI�6LPRQV��FLWHG�IURP�6FKZHUGW��S��ZKR�ZRUNHG�IRU�-LO�6DQGHU��KDV�GRXEWV�LQ�JLYLQJ�everyone online access to elite brands. In his opin-

ion social media might destroy the real experience of

high-end brands. Nevertheless, the German premium

EUDQG�+8*2�%266�KDV�WDNHQ�WKH�LQLWLDWLYH�WR�LQYHVW�in social media as part of its branding strategy and

will be subject of further studies.

Die wachsende Beliebtheit sozialer Medien stellt Markenmanager innovativer Premium-Hersteller

GHV�.RQVXPJ�WHUEHUHLFKV�YRU�QHXH�+HUDXVIRUGHUXQJHQ��(V�JLOW�GLH�LQQRYDWLYHQ�XQG�RϱHQHQ�.RPPX-nikationskanäle der Social Media-Plattformen in den etablierten exklusiven Kommunikationsmix zu

integrieren und dabei das Premium-Image zu wahren. Als Vorteile und zugleich Gefahr für die Marken-

kommunikation wird neben den Möglichkeiten des Kundendialogs vor allem die hohe Glaubwürdigkeit

GHV�WHLOV�QXW]HUJHQHULHUWHQ�&RQWHQWV�LGHQWLϧ]LHUW��'LH�$XWRUHQ�DQDO\VLHUHQ�GLH�3UlVHQ]�GHV�GHXWVFKHQ�3UHPLXP�$QELHWHUV�+8*2�%266�DXI�GHQ�PHLVW�JHQXW]WHQ�6RFLDO�0HGLD�3ODWWIRUPHQ��(V�ZHUGHQ�+\SR-thesen aufgestellt, wie sich die analysierten Social Media-Aktivitäten auf die Marke auswirken.

ZUSAMMENFASSUNG

Digital Brand Management

14

The objective of this essay is to analyze how social media can KHOS� WR� VXSSRUW� GLϱ�HUHQW� EUDQG�objectives, especially those of premium brands. This is done on the example of the German pre-PLXP�EUDQG�+8*2�%266��

The following chapter gives a re-view of social media. Special at-tention is paid to the most used social media tools, Wikipedia, Facebook and YouTube. Subse-quently it will be analyzed how VRFLDO� PHGLD� GLϱ�HU� IURP� RWKHU�communication tools by pointing out its future opportunities and risks for marketing, especially IRU� EUDQGLQJ�� $� EULHI� GHϧ�QLWLRQ�of brand management will be given in order to un-GHUVWDQG� LWV�VFRSH�RI� IXQFWLRQV��+8*2�%266·V�SRVL�tioning in the market and its brand objectives will EH�ZRUNHG�RXW��$IWHUZDUGV��+8*2�%266·V�VRFLDO�PH�dia activities will be analyzed in detail and evaluat-HG�FRQFHUQLQJ�WKHLU�EUDQG�Hϱ�HFWLYHQHVV��)LQDOO\��WKH�relation between brand objectives and social media tools is highlighted visually by a matrix.

The Rising Star Social Media

$FFRUGLQJ� WR� WKH�2[IRUG�(QJOLVK�'LFWLRQDU\� �RQOLQH�YHUVLRQ�-XQH�� WKH� WHUP�VRFLDO�PHGLD� UHIHUV� WR�“websites and applications which enable users to create and share content or to participate in social networking”. Consequently, “social media can be all VRUWV�RI�GLϱ�HUHQW�WKLQJV��DQG�LW�FDQ�EH�SURGXFHG�LQ�DOO�VRUWV�RI�GLϱ�HUHQW�ZD\Vµ��&RPP��S��

Using social media can be watching a YouTube vid-eo, posting a tweet or writing a blog on the internet. 7KH�1LHOVHQ�*OREDO�&RQVXPHU�5HSRUW��SURYLGHV�D� OLVW� RI� WKH� WRS� �� JOREDO�ZHE� VLWHV� �FRPSDUH� ϧ�J�ure 1). Three social media platforms are part of it: )DFHERRN� LV�SODFHG�RQ�SRVLWLRQ��ZLWK��DF�WLYH�UHDFK��<RX7XEH�RQ�SRVLWLRQ��ZLWK��DQG�

IROORZHG�E\�:LNLSHGLD�RQ�SRVLWLRQ��ZLWK��1LHOVHQ��S��

$�VWXG\�E\�%XVHPDQQ��*VFKHLGOH��VKRZV�WKDW�LQWHUHVW�DQG�XVDJH�LQWHQVLW\�YDU\�DPRQJ�WKH�GLϱ�HUHQW�VRFLDO�PHGLD�WRROV�RQ�WKH�*HUPDQ�PDUNHW��$V�ϧ�JXUH��points out wikis, video podcasts and private network-ing communities belong to the most often used social PHGLD�WRROV�LQ�*HUPDQ\��,Q��RQO\�OHVV�WKDQ��engaged in photo sharing, professional communities, weblogs, bookmarking sites, virtual playgrounds and 7ZLWWHU�DW�OHDVW�RQFH�D�ZHHN��LELG��S��)XUWKHU�PRUH��VWDWHG�WKDW�WKH\�QHYHU�XVH�7ZLWWHU��that do not join business communities. A large major-LW\�RI��DYRLGV�ZHEORJV�DV�ZHOO��LELG��

Due to these facts, this essay focuses on the Wiki Wikipedia, the video platform YouTube and the pri-vate networking community Facebook.

Wikipedia: The Information Source

Wikis are websites that allow humans to collect and publish their knowledge “in one place at any WLPHµ�6DINR��%UDNH��S��7KH�PRVW�IDPRXV�user-generated encyclopedia is Wikipedia. The most

Figure 1: Top 10 Global Sites by % Active Reach:V\YJL!�6^U�YLWYLZLU[H[PVU��+H[H�:V\YJL!�5PLSZLU��W��


15

considerable version is the English language one with

nearly 4 million articles, followed by the German lan-

guage one with nearly 1.5 million articles.

Facebook: The Social Network

6RFLDO�QHWZRUNV�OLNH�)DFHERRN�DUH�SURϧ�OH�EDVHG�VLWHV�that encourage people to initiate relationships. Found-

HG�LQ�)HEUXDU\��E\�0DUN�=XFNHUEHUJ��)DFHERRN�was once only a social medium for Harvard students

WR�JHW�DFTXDLQWHG�WR�HDFK�RWKHU��6DINR��%UDNH��p. 453). The success story ran its course and at the

HQG�RI�0DUFK��)DFHERRN�FRXQWHG�´��PLOOLRQ�PRQWKO\� DFWLYH� XVHUVµ� �)DFHERRN� �� 1RW� RQO\�private persons but also companies discovered this

GLJLWDO�ZRUOG��$FFRUGLQJ� WR�6DINR�DQG�%UDNH� ��S��)DFHERRN�FDQ�EH�XVHG�WR�SURPRWH�QHZ�SURG�ucts and services.

YouTube: The World of Moving Pictures

“Increasingly, video is starting to take stronghold in

RXU�RQOLQH�VRFLHW\µ��:HLQEHUJ��S��$Q�H[�tremely popular platform for video sharing is You-

7XEH�� $FFRUGLQJ� WR� <RX7XEH� �Q�G�� ´�� PLOOLRQ�people visit YouTube every month”, “over 4 billion

videos [are] viewed each day”

and “more than 60 hours of

video is uploaded every min-

XWHµ�� <RX7XEH� Rϱ�HUV� FXV�tomized brand channels to

companies allowing them to

use banners, logos and back-

ground images and to set links

(YouTube n.d.a). Videos on

YouTube can be assessed by

VLJQHG� LQ�XVHUV�YLD� � WKH� ·OLNH·�button and forwarded to other

social media platforms such as

Facebook and Twitter to reach

D�PXOWLSOLHU�Hϱ�HFW��

Implications for Brand Communication

In the last couple of years, the role of consumers

has changed considerably. “Using social media, in-

dividuals can become content producers, rather

than just passive internet content consumers” (Ben-

Hϧ�WV��&RPSHQVDWLRQ�'LJHVW� �� S�� $V� D� UH�sult, there is a lot of discussion among marketing

and communication professionals how social media

will change the communication business. TNS In-

IUDWHVW� �� S�� ´FRQGXFWHG� LQ�GHSWK� LQWHUYLHZV�ZLWK�RYHU��SHRSOH�LQ��FRXQWULHVµ��$FFRUGLQJ�WR� WKHLU� UHSRUW� �� RI� VRFLDO� QHWZRUN� XVHUV� ·DGPLW�[that] social networks are a good place to learn about

SURGXFWV·��LELG��S��

%XW�WKLV�UHSUHVHQWV�RQO\�RQH�KDOI�RI�WKH�VWRU\��2Q�WKH�RWKHU�KDQG�WKH�VDPH�UHSRUW�VWDWHV�WKDW��RI�VRFLDO�network users in developed markets “do not want

to engage with brands via social media” (ibid., p.

14). The researchers claim that a strong focus on the

brand idea is the key to success: “Keeping the core

brand idea at the centre is proving a successful way

to minimise digital waste and capitalise on the digital

RSSRUWXQLW\µ��LELG��S��3RWHQWLDO�FRQVHTXHQFHV�IRU�brand management in regard to social media are ana-

Figure 2: Regularly Use (at least Once a Week) of Social Media Sites, Source: own representation, Data-Source: Busemann & Gscheidle 2011, p. 362. * mostly used networksBasis 2007-2009: German online users aged 14 years and older; 2010 and 2011: German spea-king online users aged 14 years and older; 2007: n = 1142, 2008: n = 1186, 2009: n = 1212, 2010: n = 1252, 2011: n = 1319


16

lyzed in the subsequent chapters starting with a short introduction of branding, followed by a comparison of social and traditional media.

About Branding Traditionally a brand was just a sign. The function of this sign was to inform consumers about the identity RI� WKH� VXSSOLHU� �IXUWKHU� LQIRUPDWLRQ�� (VFK� �� S��6R�EDVLF�GHϧQLWLRQV�IRFXV�RQ�WKLV�VLJQ�FKDUDFWHU�RI� EUDQGV�� IRU� H[DPSOH� 5LH]HERV� �� S�� ´$�brand is every sign that is capable of distinguishing the goods or services of a company”. But that is not the end of the story. Researchers agree that there is PRUH��5LH]HERV��S��DGGV�DQRWKHU�SRLQW�WR�KLV�GHϧQLWLRQ�´DQG�WKDW�FDQ�KDYH�D�FHUWDLQ�PHDQLQJ�for consumers both in material and in immaterial WHUPVµ�� 6KRUWO\� VSRNHQ�� D� EUDQG� LV� ´WKH� FRQVXPHU·V�LGHD� RI� D� SURGXFWµ� �2JLOY\� �� FLWHG� IURP� (VFK��S��

This essay is based on the goal pyramid of brand PDQDJHPHQW� E\� (VFK� �� S�� I�� $V� LOOXVWUDWHG�RQ�ϧJXUH��RQ�WKH�WRS�LV�WKH�JOREDO�JRDO�RI�WKH�FRP-SDQ\��IRU�H[DPSOH�LWV�ORQJ�WHUP�VXUYLYDO��2Q�WKH�QH[W�level are the economic objectives of brand manage-ment, like an increase in brand equity, an increase in sales or the ability to charge a price premium DERYH�PDUNHW�SULFH��$FFRUGLQJ�WR�(VFK��S��these economic objectives cannot be reached direct-O\��)LUVW�RI�DOO��REMHFWLYHV�RI�WKH�S\UDPLG·V�EDVH�OHYHO��VR�FDOOHG�EHKDYLRUDO�VFLHQWLϧF�REMHFWLYHV��KDYH�WR�EH�IXOϧOOHG��,Q�RWKHU�ZRUGV��,W�LV�LPSRUWDQW�WR�LQϩXHQFH�WKH� FRQVXPHU·V� NQRZOHGJH�DERXW� D�EUDQG��PHDQLQJ�WKH�EUDQG�DZDUHQHVV�DQG�WKH�EUDQG�LPDJH��S��,Q�(VFK·V�RSLQLRQ�´EUDQG�DZDUHQHVV�LV�D�QHFHVVDU\�FRQ-dition for brand success” (p. 64), while brand image LV�D�´VXϫFLHQW�FRQGLWLRQµ�IRU�LW��S��

Social Media vs. Traditional Marketing Channels

The huge development of social media platforms re-ϩHFW�DW�WKH�VDPH�WLPH�WKH�GHFUHDVLQJ�DFFHSWDQFH�RI�WUDGLWLRQDO�PDUNHWLQJ� WRROV� �H�J��1LHOVHQ��$F-

FRUGLQJ� WR�:HLQEHUJ� �� S�� FRQVXPHU·V� WUXVW�in traditional media forms has declined because “generations are becoming increasingly digital-sav-vy”. A Study by Penn, Schoen and Berland Associ-DWHV��36%��SXEOLVKHG�LQ�7KH�:DOO�6WUHHW�-RXU-QDO�LQ�-DQXDU\��VWDWHV�WKDW�FRQVXPHUV�´EHOLHYH�>LQ@� WKH� LQIRUPDWLRQ� WKH\�ϧQG�� QRW� LQ� WKH� LQIRUPD-tion that is spoon-fed to them” (Penn & Zalesne ��2QH�TXHVWLRQ�LQ�WKLV�VXUYH\�ZDV�LQ�ZKDW�WKH�respondents tend to believe more in while making SURGXFW� SXUFKDVLQJ� GHFLVLRQV�� RI� �� LQWHU-YLHZHG�86�FLWL]HQV�ROGHU�WKDQ��\HDUV�RI�DJH�KDYH�chosen the answer: “Information I get on my own through the Internet, newspapers, magazines, or IULHQGV� DQG� IDPLO\�µ� 2QO\� �� VKRZ�PRUH� WUXVW� LQ�´WKH� DGYLFH� RI� FOHUNV� DQG� VDOHVSHRSOHµ� �36%� �� S��)XUWKHUPRUH��DJUHHG�WR�WKH�VWDWHPHQW��́ 79�ads for consumer products do not provide me with enough of the information I need to make my pur-chasing decisions, so I generally need to supplement them by getting further information” (ibid.).

“Earned Media Resources remain most credible”, is one of the similar results of The Nielsen Report *OREDO�7UXVW�LQ�$GYHUWLVLQJ�DQG�%UDQG��1LHOVHQ��S��0RUH�WKDQ��,QWHUQHW�UHVSRQGHQWV�LQ��FRXQWULHV�ZHUH� VXUYH\HG� �VHH� ϧJXUH� �� WUXVW�completely or somewhat recommendations by people WKH\� NQRZ� �1LHOVHQ� �� S�� 8QIRUWXQDWHO\�� QR�information is provided if they know them in real life RU� RQO\� IURP� WKH� RQOLQH�ZRUOG��1HYHUWKHOHVV�� trust completely or somewhat in consumer opinions posted online (ibid.). Figures for Germany are simi-

Figure 3: Goal Pyramid of Brand Management by Esch Source: Esch 2012, p.56

Global Goal


17

ODU��VHH�ϧ�JXUH��RI��*HUPDQ�UHVSRQGHQWV�trust completely or somewhat in recommendations E\�SHRSOH�WKH\�NQRZ��WUXVW�FRPSOHWHO\�RU�VRPH�what in consumer opinions posted online (Nielsen *HUPDQ\��

The case: HUGO BOSS

,Q�LWV�DQQXDO�UHSRUW�RI��+8*2�%266�VWDWHV�WKDW�its online and mobile services and its presence in so-FLDO�QHWZRUNV�DUH�RI�́ SDUDPRXQW�LPSRUWDQFHµ��+8*2�%266��S��+8*2�%266�FODLPV�WKDW�´WKDQNV�to these platforms, the Group established contacts with over 15 million consumers and interested vis-LWRUV�LQ��µ��LELG��7KXV�PDNLQJ�+8*2�%266�DQ�ideal case to analyze how branding objectives can be reached via social media.

+8*2�%266�LV�´RQH�RI�WKH�ZRUOG�PDUNHW�OHDGHUV�LQ�the premium fashion and luxury segment of the ap-SDUHO�PDUNHWµ��+8*2�%266��S��$FFRUGLQJ�

WR�WKH�DQQXDO�UHSRUW��+8*2�%266�SURGXFWV�FDQ�QRZ�EH�SXUFKDVHG�LQ�PRUH�WKDQ��FRXQWULHV�ZRUOG�ZLGH� DW� �� SRLQWV� RI� VDOHV� �+8*2� %266� ��S��,WV�EUDQGV�´FRYHU�DQ�H[WHQVLYH�SURGXFW�UDQJH�consisting of classic-modern business wear, elegant evening wear and sportswear, shoes and leather ac-cessories, as well as licensed fragrances, eyewear, ZDWFKHV�� FKLOGUHQ·V� IDVKLRQ�� KRPH� WH[WLOHV� DQG�PR�torcycle helmets” (ibid.).

Brand Objectives of HUGO BOSS

7KH�EUDQG�DUFKLWHFWXUH�RI�+8*2�%266�FRQVLVWV�RI�WKH�FRUH�EUDQG�%266�ZLWK�WKH�OLQHV�%266�%ODFN��%266�6H�OHFWLRQ��%266�*UHHQ�DQG�%266�2UDQJH�DV�ZHOO�DV�WKH�+8*2�EUDQG��%UDQG�PDQDJHUV�WU\�WR�SRVLWLRQ�%266�Selection in the luxury goods segment whereas the other brands are positioned in the upper range of the premium fashion segment. An “individually tailored FRPPXQLFDWLRQ� IRU� WKH�GLϱ�HUHQW�EUDQGVµ� LV� WKH�DLP�RI�+8*2�%266� ��S��1HYHUWKHOHVV�� ´DOO� RI�

Figure 4: Global trust in different forms of advertisingSource: Nielsen 2012, p. 3, n = 28000


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the Group brands stand for excellent quality, out-VWDQGLQJ�ZRUNPDQVKLS�DQG�PRGHUQ�GHVLJQµ��+8*2�%266��S��,Q�NHHSLQJ�ZLWK�WKH�EUDQG�JRDO�S\UDPLG�E\�(VFK��WKH�DQDO\VLV�RI�+8*2�%266�VRFLDO�media activities will focus on the two branding ob-jectives brand awareness and brand image. For the image objectives three major objectives have been LGHQWLϧ�HG�

�� premium image/ high quality (as mentioned above)

�� GHVLJQ��·XQPLVWDNDEOH�VLJQDWXUH�GHVLJQ·�+8*2�%266��S��

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,Q� DQDO\]LQJ� +8*2� %266·V� VRFLDO�PHGLD� DFWLYLWLHV��the authors hypothesize how brand awareness and the three chosen image objectives can be reached with the used type of tools.

HUGO BOSS on Wikipedia

2Q�:LNLSHGLD�+8*2�%266�LV�UHSUHVHQWHG�E\�DQ�HQ�try which includes a brief company and brand pro-ϧ�OH�RQ�WKH�*HUPDQ�DQG�RQ�WKH�(QJOLVK�YHUVLRQ��7KLV�may help increase brand awareness. Furthermore, WKH�OLQN�WR�LWV�KRPHSDJH�PD\�OHDG�WR�PRUH�WUDϫ��F�RQ�WKH�EUDQG·V�Rϫ��FLDO�ZHEVLWH��8QIRUWXQDWHO\��WKH�WH[W��DQDO\]HG�RQ�WKH��WK�RI�-XQH��PHQWLRQV�+8*2�%266·V�SDVW�LQ�WKH�QD]L�WLPH�²�VR�LW�LV�QRW�WKH�EHVW�LP�age advertising. But: “Per Wikipedia policy, individu-als who personally have a hand in creating their own Wikipedia pages or employees who use Wikipedia to edit their own company pages can get punished” �:HLQEHUJ� �� S�� ,Q� FRQFOXVLRQ��:LNLSHGLD�GRHV�QRW�FRQWULEXWH�PXFK�IRU�+8*2�%266�WR�UHDFK�its image objectives.


Figure 5: Trust in different forms of advertising in GermanySource: Nielsen Germany 2012, n = 500

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HUGO BOSS on Facebook

)DFHERRN�HQDEOHV�+8*2�%266�WR�SURPRWH�WKH�EUDQG�LQ�D�SURWHFWHG�HQYLURQPHQW�RQ�RϫFLDO�)DFHERRN�SDJ-HV�� ´2QO\� WKH� RϫFLDO� UHSUHVHQWDWLYHµ� LV� DOORZHG� WR�FUHDWH� VXFK� D� SDJH� �)DFHERRN�+HOS� &HQWHU� ��D��7KHUH� LV� RQH�SDJH� IRU� WKH� FRUH�EUDQG�+8*2�%266��IRXQGHG�LQ�$XJXVW��KWWS��ZZZ�IDFHERRN�FRP�IDFHERRN"Y LQIR��KXJRERVV�� $ERXW� �� PLOOLRQ�users have pressed the “I like” button and are so to

VSHDN� IDQV� RI� WKLV� VLWH� LQ�PLG�-XQH��%HVLGHV� D�company description, members also get insight into

new collections and general news about the brand.

Users can look behind the scenes by watching videos

DQG�SKRWRV��7KH�%266�2UDQJH�ORJR�LV�LQWHJUDWHG�LQWR�WKH�KHDGHU�RI�WKLV�+8*2�%266�VLWH��7KHUH�LV�RQH�PRUH�RϫFLDO�SDJH�RQ�)DFHERRN��+8*2�&UHDWH�ZDV�IRXQGHG�LQ�-XQH��DQG�KDV�DERXW��IDQV�E\�PLG�-XQH�� KWWS��ZZZ�IDFHERRN�FRP�IDFHERRN"Y LQ-IR��+8*2FUHDWH�� ,QIRUPDWLRQ� DERXW�+8*2�%266�)UDJUDQFHV·V�GHVLJQ�FRQWHVW�LV�JLYHQ��+8*2�%266�)UD-JUDQFHV�DUH� OLFHQVHG�E\�+8*2�%266��EXW�SURGXFHG�and marketed by Procter & Gamble. Since the con-

sumers are to get the impression that the fragrances

DUH�IURP�+8*2�%266�WKH�)DFHERRN�SDJH�+8*2�&UH-ate is included in the analysis.

%HVLGHV� WKHVH� RϫFLDO� SDJHV�� +8*2� %266� LV� UHSUH-sented on community pages. According to informa-

WLRQ�JLYHQ�E\�)DFHERRN�D�FRPPXQLW\�SDJH�·LV�DERXW�DQ�RUJDQL]DWLRQ��FHOHEULW\�RU� WRSLF��EXW�GRHVQ·W�Rϫ-

FLDOO\� UHSUHVHQW� LW·� �)DFHERRN� +HOS� &HQWHU� ��E��7ZR� DGGLWLRQDO� FRPPXQLW\� SDJHV� IRU� %266�2UDQJH�FDQ� EH� IRXQG�� 2QH� IRXQGHG� LQ� �� ZLWK� URXQG�DERXW��IDQV�E\�PLG�-XQH��KWWSV��ZZZ�facebook.com/hugoboss.orange), the other found-

HG� LQ� -XQH� �� ZLWK� URXQG� DERXW� �� IDQV� E\�PLG�-XQH� �� KWWS��ZZZ�IDFHERRN�FRP�SDJHV�+8*2�%266�2UDQJH�3HUIXPH��%RWK�SDJHV�IRFXV�RQ�WKH�OLFHQVHG�SHUIXPH�%266�2U-ange only, not on the fashion. Perfume seems to be a

hot topic for community pages. Hugo Boss Perfume

ZDV�IRXQGHG�LQ�-XO\��DQG�KDV�URXQG�DERXW��IDQV�E\�PLG�-XQH��KWWS��ZZZ�IDFHERRN�FRP�hugobossperfume). Hugo Boss Bottled founded in

6HSWHPEHU��ZLWK�URXQG�DERXW�� IDQV�E\�

PLG�-XQH� �� KWWS��ZZZ�IDFHERRN�FRP�SDJHV�+XJR�%RVV�%RWWOHG�� 7KHUH� DUH�RWKHU� FRPPXQLW\� SDJHV� DVVRFLDWHG� WR� +8*2� %266�with lower numbers of fans. As no information can

be found whether these community pages are part of

+8*2�%266·V�RU�3URFWHU��*DPEOH·V�PDUNHWLQJ�VWUDW-egy they are excluded from the analysis.

Activation Method: Contests

7R� NHHS� XS� XVHU·V� LQWHUHVW� DQG� WR� KDYH� DQ� RQJRLQJ�KLJK�OHYHO�RI�EUDQG�DZDUHQHVV�+8*2�%266�UHJXODUO\�presents contests on Facebook. In the following para-

graphs a few examples are presented. With the slogan

“design is what you make of it”, the brand launched

WKH� %266� 2UDQJH� GHVLJQ� FRQWHVW� RQ� )DFHERRN� LQ�� WRJHWKHU�ZLWK� ��7255� LQWHUDFWLYH�� DQ� DJHQF\�for digital branding, mobile solutions and e-business

��7255�LQWHUDFWLYH�Q�G��7KH�EDVLF�LGHD�ZDV�WR�OHW�users create a design, submit the sketch on Facebook

DQG�OHW�)DFHERRN�XVHUV�YRWH�IRU�LW��LELG��7KH�RϫFLDO�PDUNHWLQJ�UHVXOWV��0RUH�WKDQ��GHVLJQ�SURSRVDOV��50.000 fans of the competition and 40.000 new fans

IRU� WKH�EUDQG�%266�2UDQJH��ZKLFK�DW� WKLV� WLPH�KDG�LWV�RZQ�)DFHERRN�SDJH��LELG��$FFRUGLQJ�WR��7255�interactive the fans could experience the brand, iden-

tify themselves with the brand and share their expe-

rience with friends (ibid.). The authors hypothesize

that this contest created an image associated with

design and fashion.

“Bless the boring see it funky” was the title of a

VLPLODU� FRQWHVW� ODXQFKHG�E\�%266�2UDQJH� H\HZHDU��ZKLFK�ZDV�PDQXIDFWXUHG�DQG�GLVWULEXWHG�E\�WKH�6Dϧ-

OR�*URXS��6DϧOR��,Q�2FWREHU��SDUWLFLSDQWV�in France, Germany, Italy and Spain were asked to

take a picture of a boring place and upload it to the

%266�2UDQJH� )DQ� SDJH� RQ� )DFHERRN� �LELG�� %\� DQ�online voting the most boring image was chosen and

made funky. Furthermore, four super winners were

invited to spend a weekend in Berlin and visit the

%266�VWRUHV��LELG��7KH�FRQWHVW�WLWOH�ZDV�DW�WKH�VDPH�time the claim of the launching campaign (ibid.). Sa-

ϧOR·V�REMHFWLYH�ZDV�WR�SRVLWLRQ�WKH�QHZ�%266�2UDQJH�eyewear as “young and fashionable” with “the most

innovative design trends” and with a “carefree urban


20

LQVSLUDWLRQ··� �LELG�� %HVLGHV� EUDQG� DZDUHQHVV� WKLV�contest aims at image objectives, mainly in the area of fashion and innovation.

+8*2�&UHDWH�UHSUHVHQWV�D�VHULHV�RI�JOREDO�GHVLJQ�FRQ-WHVWV�E\�+8*2�)UDJUDQFHV��(DFK�FRQWHVW�IHDWXUHV�WKH�LFRQLF�+8*2�0DQ�ERWWOH��+8*2�&UHDWH�Q�G��+8*2�Create is placed on several social media platforms and has its own website. Creatives need to upload and describe their design directly on the website �LELG�� 7KH� +8*2� &UHDWH� )DFHERRN� SDJH� VXSSRUWV�+8*2�&UHDWH�E\�LQIRUPLQJ�UHJXODUO\�DERXW�WKH�FRQ-test and by showing design proposals in the gallery. Besides brand awareness these contests aim at image objectives, mainly in the area of design/lifestyle and innovation.

Activation Method: Lotteries

+8*2�%266�UHJXODUO\�RϱHUV� ORWWHULHV�YLD�)DFHERRN��For users, it is necessary to register themselves to take part in it. Through the registration users provide their SHUVRQDO�LQIRUPDWLRQ�GLUHFWO\�WR�+8*2�%266�DQG�QRW�WR�)DFHERRN��7KLV�HQDEOHV�+8*2�%266�WR�VWD\�LQ�SHU-sonal contact with the lottery participants and thus keep up brand awareness. Furthermore special topics can be pushed. As matter of space this essay focuses on two examples.

,Q�2FWREHU��GXULQJ� WKH�*4�DZDUG�´PHQ�RI� WKH�\HDU��µ��)DFHERRN�UDϮHG�Rϱ�WKH�IUDJUDQFH�%266�%RWWOHG�ZKLFK�LV�RϫFLDO�SDUWQHU�RI�WKH�*4�0DJD]LQH��The authors hypothesize that this cooperation meant

D�SRVLWLYH�LPDJH�IRU�+8*2�%266�DV�EHLQJ�WUHQG\�DQG�up-to-date.

HUGO BOSS on YouTube

YouTube can be considered as an important tool for +8*2� %266·V� VRFLDO� PHGLD� DFWLYLWLHV� EHFDXVH� RQO\�E\� HQWHULQJ� WKH� EUDQG� QDPH�PRUH� WKDQ� �� UH-VXOWV�SRLQW�XS�LQ�-XQH��+8*2�%266�KDV�LWV�RZQ�channel on YouTube providing a link to the compa-Q\·V�ZHEVLWH��)DFHERRN�DQG�7ZLWWHU�RQ�WKH�VWDUW�SDJH��KWWS��ZZZ�\RXWXEH�FRP�XVHU�+8*2%26679��More than 4.400 people subscribed to this channel. )LYH�PLOOLRQ�WLPHV�RQH�RI�WKH��YLGHRV�ZDV�ZDWFKHG�on this channel. Brand awareness is increased with trailers of fashion weeks and interviews as well as product advertisements.

YouTube users seem to like advertising. The most popular video on the channel is the TV Commercial ´%266�%RWWOHG��6SRUW��)HDWXULQJ�-HQVRQ�%XWWRQµ�ZLWK�PRUH� WKDQ� �� YLHZV�� 2Q� WKH� VHFRQG� SODFH� LV�%266�2UDQJH·V�79�VSRW�ZLWK� WKH� WHVWLPRQLDO�6LHQQD�0LOOHU��,W�KDV�EHHQ�ZDWFKHG�QHDUO\��WLPHV�RQ�YouTube.

7KH�+8*2�%266�79�<RX7XEH�FKDQQHO�FOHDUO\�FRP-ELQHV� VRFLDO� PHGLD� ZLWK� WKH� EUDQG·V� YDOXH� LQQRYD-WLYHQHVV��$�VSHFLDO� LV� WKH�+8*2�-XVW�'LϱHUHQW�FDP-SDLJQ� IRU� WKH�+8*2� -XVW� GLϱHUHQW� IUDJUDQFHV�� ,W� LV�´DQ�DUW�ϧOP�ZLWK�WKUHH�GLϱHUHQW�YDULDWLRQV«�,W� LV�D�KHDG�WXUQLQJ�H[SHULHQFH��OLWHUDOO\µ��2·1HLOO��%\�

Figure 6: Social Media Tools and Brand objectives :V\YJL!�6^U�YLWYLZLU[H[PVU

Brand Awareness Premium / High Quality Design /ŶŶŽǀĂƟŽŶ

Soci

al M

edia

Tool

s

Wikipedia x

Facebook - Contests Ͳ�>ŽƩĞƌŝĞƐ

x x

x x x

Youtoube Ͳ��ĚǀĞƌƟƐĞŵĞŶƚƐ Ͳ�ͣ:ƵƐƚ��ŝīĞƌĞŶƚ͞��ĂŵƉĂŝŐŶ�

x Depending on video Depending on video

Depending on video x

Hugo Boss Talk x x

3D (3rd Dimension Beijing) x x


21

means of a webcam (or via keyboard not really recom-mended by the video) the user can switch between the movie, the theatrical and the story mode by turning their heads. By switching the mode “new elements [are] fading in and out of the scene” (ibid.). This video campaign is be-side increasing brand awareness a way to reach the image of being innovative.

Integrated Video Campaigns

“Their social media outlets work with one another- not DJDLQVW�RU�LQ�SODFH�RI�RQH�DQRWKHUµ��1DJ\��LV�FRQ-vinced. Two integrated social media campaigns are ana-lyzed in this section.

HUGO BOSS Talk

7KH�+8*2�%266�7DON�LV�D�VHULHV�RI�GLDORJXHV�EHWZHHQ�ID-PRXV�SHUVRQV��$FFRUGLQJ�WR�+8*2�%266�LW�LV�QRW�VFULSWHG��7KH�+8*2�%266�7DON�9LGHRV�DUH�SUHVHQWHG�DW�WKH�+8*2�%266�ZHE�SDJH�LQ�IXOO�OHQJWK��3UHYLHZV�DUH�SRVWHG�RQ�<RX-7XEH�DQG�)DFHERRN��)RU�(GLWLRQ��+8*2�%266�KDV�FKRVHQ�“Yukimi Nagano, the vocalist of the Swedish band Little Dragon and Eyan Allen, the creative and brand director of ZRPHQVZHDU�DW�+8*2�%266�«�>WR@�GLVFXVV� WKHLU�YLHZV�RQ� FUHDWLYLW\�� VXFFHVV� DQG� LQVSLUDWLRQµ� �/DPE�� %\�the use of celebrities the brand wants to be “associated … with fashion and lifestyle” (ibid.).

Videos in 3D on Facebook

7UXO\�LQQRYDWLYH�LV�+8*2�%266·V�ODWHVW�FDPSDLJQ��+8*2�%266�ZDV� ´KDYLQJ� WKH�ϧUVW� HYHU� �'� OLYH� VWUHDPHG� IDVK-LRQ�VKRZµ��(OOHU��WKH�%266�%ODFN�IDOO�ZLQWHU��IDVKLRQ� VKRZ� LQ�%HLMLQJ�RQ�0D\��WK��%HVLGHV� WKH�live-stream red carpet events in Beijing, Los Angeles, New York City, London, Berlin, Sydney und Tokio (Sapient �� WKH��'�YLGHR� LV�DYDLODEOH�RQ�)DFHERRN��<RX7XEH�DQG�RQ�WKH�FRPSDQ\·V�ZHEVLWH��7R�DURXVH�LQWHUHVW�LQ�WKH��'� IDVKLRQ� VKRZ�+8*2�%266�KDV� XVHG� GLϱHUHQW�PHGLD�channels.

2Q�)DFHERRN�WKH\�SXW�EDFNJURXQG�YLGHRV�DQG�SRVWHG�WKDW�the event will come soon and users should order their free pair of 3D glasses. Fans did and soon no more 3D glasses ZHUH�DYDLODEOH��.ROEU�FN��

Another Facebook tool to generate interest, especially in the new technology, is the Facebook application “Make your pic 3D”. Users can upload a picture, select one from a Facebook album or take a picture with their webcam. With a few clicks they get a 3D picture to save or share via Facebook. In the new 3D picture the 3D campaign logo is integrated so, ideally the message is spread virally. The DXWKRUV� EHOLHYH� WKDW�ZLWK� WKLV� FDPSDLJQ�+8*2�%266� LV�able to increase brand awareness and to position itself as a fashion-oriented and innovative brand.

Conclusion: Social Media as an Integral Part of the Brand Management

)LJXUH��KLJKOLJKWV�WKH�PRVW�LQϩXHQWLDO�VRFLDO�PHGLD�WRROV�DQG� VKRZV� WKHLU� LPSRUWDQFH� LQ� DFKLHYLQJ�+8*2�%266·V�brand objectives. Especially Facebook experiences an outstanding position in the social media mix. With this network the brand is able to cover a wide range of appli-cations. Additionally, the Facebook page is connected it with other online tools like YouTube and provides links to +8*2�%266·V�RZQ�ZHE�SUHVHQFH��

Brand managers have to unify the digital innovativeness with the exclusivity of their brands in order to create trust, transparency and authenticity which are the key to build D� EUDQG� FRPPXQLW\� �6PLWK� �� %266� LV� SDUWLFXODUO\�strong in innovative campaigns. Nevertheless, the matrix SRLQWV�RXW�WKDW�DW�WKLV�VWDJH�+8*2�%266�VKRXOG�SXW�PRUH�HϱRUW�LQ�PDLQWDLQLQJ�LWV�SUHPLXP�LPDJH�

Besides increasing brand awareness and improving brand LPDJH� +8*2� %266� FRXOG� WHVW� WKH� LPSOHPHQWDWLRQ� RI�)DFHERRN� DV� D� QHZ� VDOHV� FKDQQHO�� %\� RϱHULQJ� RFFDVLRQ-DOO\�OLPLWHG�HGLWLRQV�RQ�)DFHERRN��+8*2�%266�FRXOG�UH-ZDUG�WKRVH�FXVWRPHUV�ZKR�DUH�GHHSO\�LQWHUHVWHG�LQ�+8*2�%266·V� VRFLDO�PHGLD�SODWIRUPV��$� VRFLDO�PHGLD�EUDQGLQJ�strategy should range from consumer behavior research to after-sales marketing – thus making social media a power-ful tool for brand management.


22 Digital Brand Management

Sabrina Fähnle

Sabrina Fähnle holds a Master’s degree in advanced management granted by the Hochschule Neu-Ulm and works as an international product manager H[�H�^LSS�RUV^U�THU\MHJ[\YLY�VM�VMÄ�JL�products.

Kontakt: [email protected]

Julia Teichmann

Julia Teichmann holds a position as a ZJPLU[PÄ�J�HZZPZ[HU[�H[�[OL�JVTWL[LUJL�centre for marketing & branding at the Hochschule Neu-Ulm. Her main research interest focuses on the area of knowledge management.

[email protected]

Prof. Dr. Jens U. Pätzmann

Jens. U. Pätzmann holds a position as professor for marketing and is director of the competence centre for marketing & branding at the Hochschule Neu-Ulm. His work focuses on coprorate- and employer branding.

[email protected]

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23

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Heiner Matthias Honold:

CO2-Einsparung mit SWU NaturStrom.

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Heiner Matthias Honold, Geschäftsführer Honold Logistik Gruppe

uungng den 88

Persönliche Beratung

für Geschäftskunden

Tel. 0731 166-2688

www.swu.de

„Für die Honold Logistik Gruppe steht „Grün“ nicht nur für Frische, Dynamik und Innovation. Grün zu sein, bedeutet auch umweltbewusst zu handeln. Durch den Wechsel zu SWU Natur-Strom sparen wir über 600 Tonnen CO2 pro Jahr. Das hat mich überzeugt!“ SWU und Honold. Zusammen für eine bessere Umwelt.