How Focused Identities Can help Brands Navigate Changing Media Landscape Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

In today's fast-paced and rapidly evolving media landscape, the consumer's attention is a rare commodity and the fracture. In this environment, marketing and branding have to serve customers who visit in multiple media simultaneously, while the brand placement is moving brands beyond advertising and random effects. Some brands offer a strong, coherent and focused brand to all consumers before the fronts, from advertising to promote the event and retail. These brands can remain effective in this new media reality, but simply exhibit all that is required to enable their rich brand. At the same time, the impact of brand exposure highlight the huge role of the unconscious in the treatment of attention and cognition and consumer behavior. A new study shows that even a casual brand can influence consumer behavior to change in accordance with the manners of the brand, producing effects that can be stored outside of the context of marketing and occur even when the product is not purchased or consumed. These results show that a strong brand identity can remain effective in today's media environment, but further work is needed to investigate their effect on consumer multidimensional life. "Hide
by Adam S Brasel Source: Business Horizons 9 pages. Publication Date: May 15, 2012. Prod. #: BH479-PDF-ENG