Nike is a great example of a company that understands online branding. They create great products, they are heavily involved with social media, and they effectively market their products online. The videos they have on their YouTube channel have a purpose, are interesting, and have good content. As an example, recently, I remember seeing a sidebar ad on YouTube regarding the new Nike+ Fuelband; I also remember clicking on the ad to see what the Fuelband was about.
According to the article, Branding in the Digital Age, “Nike has moved from exhorting consumers to “Just Do It” to actually helping them act on its motto – with Nike+ gear that records and transmits their workout data; global fund-raising races; and customized online training programs. Thus its customers’ engagement with the brand doesn’t necessarily begin or end with a purchase”.
The article, Branding in The Digital Age, also brought up some important points. “The coolest banner ads, best search buys, and hottest viral videos may win consideration for a brand, but if the product gets weak reviews-or, worse, isn’t even discussed online – it’s unlikely to survive the winnowing process”. The product itself must be a great one.
60% of consumers of facial skin care products conduct online research about the products after purchase. When consumers are pleased with a purchase, they will advocate for it by word of mouth. If a consumer is disappointed by the brand, they may sever ties with it. Clearly, word of mouth and social media are a big part of online branding.
Sources:
Article: Branding in The Digital Age by David C. Edelman
Image of Nike logo retrieved by doing an "Advanced" Google Image Search, and selecting "free to use or share" in the "usage rights" section.
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