Impact Of Mobile Marketing On Brand Identity

1766 Words 8 Pages
The adoption of mobile digital technology by consumers has received considerable attention from researchers, owing to its significance in consumers’ everyday life. Moreover, being cost-effective and ubiquitous, mobile marketing provides opportunities to marketers to enhance their direct marketing capabilities and market segmentation. With the fast development of technology and the wireless telecommunication network, mobile services have been spreading out very quickly and have been rising as an important means for reaching global consumers. The development of mobile phone applications has become very important to companies, most of which are actively engaged in implementing mobile strategies and are developing or actively deploying portfolios …show more content…
It implies definition, characteristics, strategic implications and mobile marketing tools.
Ques -II) How do the three companies – Adidas, Nike and Puma - apply mobile marketing tools and campaigns?
After the examination of theoretical concepts of mobile marketing, practical implementations of the mobile tools by Adidas, Nike and Puma will be analyzed. These practices can also be considered as the brand performances. To answer the research question, Sharma’s mobile advertising evaluation steps will be applied as an analysis framework in combination with an investigation of mobile marketing tool’s objectives.
Ques -III) What are the implications of mobile marketing on brand identity?
Brand identity consists of brand associations that a company tries to set into its stakeholders’ minds. To strive answering to this research question, the media coverage of three sportswear brands Adidas, Nike and Puma will be investigated to reveal brand associations media, as one of company’s stakeholders, has. To examine these brand associations, qualitative content analysis will be used as a research method. The results will also be discussed in correlation with the results of mobile marketing campaign analysis
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The attribute and benefit associations are divided into four segments that create a brand diamond (see Figure 4). The tangible element requires physical or functional characteristics of the brand that can be both formed from experience and a brand’s communication efforts. Intangible factors contain all the characteristics linked to a brand’s authenticity, reputation, image and personality; furthermore, these elements can be built on tangible attributes. Rational benefits imply all quantifiable assets and are connected to functional factors. Emotional benefits require a brand to strengthen or support consumer’s self-actualization through the brand. Opposite to functional values that can be expressed in material terms, symbolic values and meanings are

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