2270 DM Sachdev Chapter 10
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1. Digital brand def- "The identity, visibility, and credibility among consumers
inition (3) IVC who discover, relate to, and interact with a brand on digital
platforms."
2. Digital identity (I) Involves a story of the digital brand and what it stands for.
3. Digital visibility Extent to which consumers will see or be exposed to the
(V) brand through digital channels.
4. Digital credibility Trust a consumer places in the brand in an online context.
(C)
5. Digital trust (3) Part of digital branding that focuses on building credibility.
Hows It may include: 1) How reliable the brand is 2) How much
integrity it holds 3) How believable the brand is. Brands
that have lost trust due to negative activities have to work
extremely hard to regain it.
1/9
, 2270 DM Sachdev Chapter 10
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6. Digital reputation Two actions on this digital action. This involves: 1) Building
(2) the brand's name, standing, and status 2) Managing feed-
back (positive or negative) in digital contexts. This activity
is relevant to brands regardless of size.
7. Digital brand ob- Key objectives related to digital brand, digital trust, and
jectives (7) digital reputation management include:
1) Establishing a digital brand that digital consumers know
and recognize
2) Building digital brand awareness
3) Maintaining a brand and the image it has gained
4) Achieving digital durability to make a brand last in an
online world
5) Keeping the digital interest of consumers
6) Increasing digital retention and loyalty
7) Capitalizing on digital differentiation, which is con-
sumers' perception of superior difference in an organiza-
tion's digital marketing activities
8. Digital Brand Val- A digital brand should offer a clear value proposition that
ue Proposition is relevant to its digital audience. This digital value propo-
(4) sition should convince a consumer to: 1) Understand what
the brand stands for 2) Recognize the value it provides 3)
Buy from the brand 4) This value must come out loud and
clear.
9. Digital Brand Po- A brand should be positioned in a way that resonates
sitioning (3) with its target customers. Brands may select from various
digital branding approaches. Emotional, Personal, Sus-
tainable.
10. 1) Emotional dig- Branding to appeal to consumer emotions
ital branding
2/9
Study online at https://quizlet.com/_f0q1co
1. Digital brand def- "The identity, visibility, and credibility among consumers
inition (3) IVC who discover, relate to, and interact with a brand on digital
platforms."
2. Digital identity (I) Involves a story of the digital brand and what it stands for.
3. Digital visibility Extent to which consumers will see or be exposed to the
(V) brand through digital channels.
4. Digital credibility Trust a consumer places in the brand in an online context.
(C)
5. Digital trust (3) Part of digital branding that focuses on building credibility.
Hows It may include: 1) How reliable the brand is 2) How much
integrity it holds 3) How believable the brand is. Brands
that have lost trust due to negative activities have to work
extremely hard to regain it.
1/9
, 2270 DM Sachdev Chapter 10
Study online at https://quizlet.com/_f0q1co
6. Digital reputation Two actions on this digital action. This involves: 1) Building
(2) the brand's name, standing, and status 2) Managing feed-
back (positive or negative) in digital contexts. This activity
is relevant to brands regardless of size.
7. Digital brand ob- Key objectives related to digital brand, digital trust, and
jectives (7) digital reputation management include:
1) Establishing a digital brand that digital consumers know
and recognize
2) Building digital brand awareness
3) Maintaining a brand and the image it has gained
4) Achieving digital durability to make a brand last in an
online world
5) Keeping the digital interest of consumers
6) Increasing digital retention and loyalty
7) Capitalizing on digital differentiation, which is con-
sumers' perception of superior difference in an organiza-
tion's digital marketing activities
8. Digital Brand Val- A digital brand should offer a clear value proposition that
ue Proposition is relevant to its digital audience. This digital value propo-
(4) sition should convince a consumer to: 1) Understand what
the brand stands for 2) Recognize the value it provides 3)
Buy from the brand 4) This value must come out loud and
clear.
9. Digital Brand Po- A brand should be positioned in a way that resonates
sitioning (3) with its target customers. Brands may select from various
digital branding approaches. Emotional, Personal, Sus-
tainable.
10. 1) Emotional dig- Branding to appeal to consumer emotions
ital branding
2/9
