Marketing Today: Branding for Digital Marketing and Social Media

Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 6, Marketing Today: Branding for Digital Marketing and Social Media (11 pages), the author considers how technological advances in the past decade have impacted branding. He explains how mass marketing has evolved into more targeted micro-marketing and how the internet has impacted purchasing behaviors. He looks at the rise of content marketing and how it applies to six types of marketing. He says that increasing market segmentation challenges managers to deliver more tailored messages to more individualized customer groups, and presents five critical concepts to help managers engage customers as well as outlines important implications for branding. He also provides five issues to consider when contemplating branding in social media. He concludes with a list of 20 principles to guide the development of strong brands.

• Branding
• Market positioning
• Consumer behavior
• Marketing