Here are some must read case studies of some reputed companies

1. The Importance of Brand
Experience to the Digital User

2. Introduction
• The difference between a company and a
brand lies predominantly in the marketing
strategy employed by any organisation. A
brand stirs up emotions and associations, and
it has become imperative for companies to
focus on maintaining a positive perception of
their institution. Every firm is looking to adopt
strategies to maintain a constant digital
presence and increase/retain their consumer
base.

3. • A fine example of this would be the dominant position
Nestle India’s Maggi has enjoyed in the Indian market
for three decades.
• Before the nationwide ban in 2015, they enjoyed an
80-90% share in the market for instant noodles. A part
of this popularity can be attributed to product features
such as taste or easy availability.
• But it is the image of comfort and familiarity that the
company has capitalised on in its advertisements that
helped it to capture about 60% of the market share
when it relaunched after the nationwide ban in 2015.

4. • A more domestic example is Amul. While the
roots of the co-operative lie in a rural
revolution, strategic branding led to the
association of a dash of nationalism with the
whole organisation. The ‘Amul girl’, handled by
DaCunha Communications, is used cleverly to
inculcate a feeling of positivity towards the
brand through witty comments about
contemporary events in their posters.

5. • Customers today expect more than
satisfaction of their needs. Due to the rapid
increase in information dissemination,
consumers are very aware of the choices
available to them for every want they may
have. The products that one uses are often
perceived to reflect one’s own image, which is
why celebrity endorsements work very well.

6. Apple’s status as a luxury brand has
successfully established it as a lucrative
product even when other companies provide
similar phones at cheaper prices.

7. • With the advent of social media, the ways to
establish brand presence are evolving every day.
• The digital revolution means that every company
is struggling to find the newest ideas to attract
potential customers.
• There is an entire ‘web’ to garner engagement
with consumers, and this must be used carefully
to be effective.
• The digital user feedback can turn negative with
one wrong social media post.

8. • In the midst of this cut-throat competition, the best
way to connect with your consumers is to set
expectations through a defined purpose.
• There is no shortage in the abundance of data available
to marketers.
• However, the trick is to go beyond seeing buyers as
numbers.
• Using digital channels strategically, brand managers are
creating brilliant, personalised, and attractive brand
experiences.
• Embracing the digital field is the way to go for every
organisation looking to survive today.

9. Thank You