Brand image is a product presented by a consumer. If I say "Nike" or "Jordan", a certain picture is created immediately in our minds. The good guys in Nike hope that the picture you get, especially if you're between 16 and 40, would be "cool".
The brand has always played an important role in marketing, but it is still in the era of social media because it has much more content. If you're successful, the product must be the primary Google search. In the past, the brand image was created subjectively. The marketer would dream of a subject that looks like a brand image and I hope this image resembles the consumer. In addition, I think UPS has always been one of the biggest brand campaigns: it may be that it creates a brilliant brown color, but "brown" is clearly defined in our minds when we hear the UPS.
Brand image can be created objectively. In the social media world, marketers can understand what is like their target market. When you create an image, you can quickly measure it in real time, regardless of whether the image resonates with the target market or not. They spend millions on creating a brand image. This is one of the most important decisions made by the marketer when creating a brand. If the image does not resonate with consumers, the brand fails. Now, in our time, the marketer can quickly change the image to a more acceptable theme in real-time.
Analytics has changed its modern marketing image. In the past, it was the object of branding – you just worshiped your idea is right. In modern marketing, social media has created the tools that allow the development of analysis that allows marketers to check if their campaign is right. Today, marketers are a brand and not a hope.
Nike is an excellent example of this. The late & # 39; 80 & Early & # 39; In the 90s, the Nike image was made of "cool". They joined Michael Jordan to create a truly iconic brand image. The market has changed. Many shoe companies have developed a "picture" of cool. Nike knew he should develop.
Nike has shaped the image from "cool" to "friend". In the age of social media, the brand has to create friendship with its customers. Nike was able to create a brand on the basis of personal relationships. It has succeeded in measuring analytics and around "fact" rather than "hope" ("Gee, hope it works").
Nike + has created the runners' community with Apple. Nike shoes are sensors that measure how fast and how far your customers are running. Analyzing this data will be uploaded to the running iPod, then to the Nike Web site.
Nike then analyzes the data to create a brand image within the new Nike running community. Nike's analytics told Nike that Sunday was the most popular day for running. Nike learned that a large part of the community is working after 5 hours, allowing Nike to communicate their ads over the working day with their community. Early morning radio is Nike's favorite.
Nike also learned that your community sets new management goals as part of a New Year's Decision. This is a critical metric, as Nike can invest significant advertising campaigns during the NFL playoff. The keyword is the investment. Because of the analysis, Nike knows that the purpose of this campaign is the basis for that particular season. Analytics allows Nike to maximize its advertising dollars.