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TOPIC : BRAND VALUE

 

 

 

Learning Objectives

 

·         To highlight the role of interactive communication in value creation

 

·         To enlighten the impact on brand value through the changing paradigms in media

 

Learning Outcomes

 

After completing this activity the student will learn:

 

·         How medium of communication can facilitate value creation?

 

·         The influence of technology on brand value creation

 

The Case

 

Facebook-a social networking website has facilitated the brands to socialize as well. Now most of the brands/companies are managing their pages over Facebook as it facilitates reaching the masses while incurring minimal cost. The pages have ensured the brand awareness and portrayal of the brand identity in the real essence. Maggi-brand of Nestle, dealing in sauces, noodles, spices etc. has also maintained a page on Facebook. Not only the new information or statistics are updated there, but the users are informed of the current happenings and all the offerings which the brand comes up with. Every new thing is being published and brought to the notice of users. Maggi page has also facilitated the user’s interaction and sharing of their views/experiences. They can share the recipes and can take part in various campaigns and can enjoy various gifts.  

 

Point to Ponder

Taking into consideration the useful purpose of managing a page over Facebook, as a Brand Management student how do you think the page is helping Maggi in value-creation?

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Solution:

If your business has its own Facebook fan page you have the opportunity to provide more information to prospects as well as customers about the products and services that you offer.

You might be thinking that all that can be achieved by your website. True that it can be achieved by your website however Facebook fan page increases your exposure to a vustudents.ning lot of people not just customer or prospects it gives you a chance to introduce your business to future employees, vendors, and even the media can find information about your company.

Facebook Fan Page Advantage #2: Facebook fan pages drives traffic

Online marketers who have their own Facebook fan page linked it to their website. Facebook fan pages do not have any restrictions on driving traffic to your website. In fact, Facebook encourages online marketers to link their website to their Facebook fan page.

Getting even a small fraction of Facebook’s huge amount of daily traffic to your website could significantly improve the amount of qualified traffic on your site.

Facebook Fan Page Advantage #3: Make SEO better

By linking your Facebook fan page to your website, you can pull social search to drive even more Facebook traffic back to your website. Google, with its advanced features is now indexing content created on sites like Facebook, because of this the contents of your Facebook fan page has the ability to generate favorable search engine results which is of course good for business.

Facebook Fan Page Advantage #4: Facebook fan pages make it easy for you to engage with your customers for free

A Facebook Fan Page provides an inexpensive; actually it is for free channel of communication between you and your customers. Creating it is so easy, with just a few minutes you are able to create a branded Facebook fan page. Your Facebook fan page is a place where customers and other brand promoters can write on your Facebook Wall, ask and answer questions, and interact with you and one another.

Facebook Fan Page Advantage #5: Direct connection to the people outside the business

A Facebook fan page gives you a direct channel to your fans. You can send messages to your fans (prospects or customers) all at once or target individuals or groups by country, town, sex, and even age range. Facebook comes with a. events application that lets you schedule an event and invite people who are close to where the place will take place.

Facebook Fan Page Advantage #6: Deepen customer relations

An online business can drastically deepen their relationships with their customers by connecting with them through a social network. Facebook members may not shop on Facebook, but it is estimated that there are a lot of people expecting businesses they deal with to have their own Facebook fan page.

Facebook Fan Page Advantage #7: A good place for brand enthusiasts to converse

There are a lot of people who sing praises for a good company, and the best place to do such thing is on your Facebook fan page. Set up strong relationships with a number of significant members who have plenty of connections, and you gain precious brand enthusiasts who can truly promote and sell on your behalf.

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