The establishment of mobile applications has represented a competition and chance for companies to advertise their brands and merchandises through a new channel; nonetheless, the branded cellular applications (branded apps) currently available in the marketplace are far from perfect and present program designs don't yet have well established mobile and societal features. By identifying distinct levels of strategies that needs to be taken into account by companies, this article offers systematic guidelines for branded app layout.
We illustrate five business aims (communication, customer relationship management, sales, product innovation, and marketing research) and identify five types of branded programs (tool-, game-, social-, m-commerce-, and layout-centric). Three functional building blocks are proposed to specify how social features, mobile attributes, and brand reference elements should be integrated into branded program development. Various examples of branded apps are given to illustrate important best practices to be able to guide marketers in improving branded program design.
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: May 15, 2015 PRODUCT #: BH673-HCB-ENG
Related Case Solutions & Analyses:
Changing the Channel: Better Way To Do Trade Promotions
Financial Management and Planning with the Product Life Cycle Concept
Fingerhuts Price Strategy
Memo (Dell)
Social media and human need satisfaction: Implications for social media marketing
Challenging Sports Authority in Puerto Rico
Strategy and Governance at Yahoo! Inc.
The Haidilao Company
Brasil Foods, Portuguese Version
Toyota Recalls (B): Mr. Toyoda Goes to Washington, Spanish Version
