1. How does technology redefine the role of the end user in the branding process?
The user is the drive and inspiration behind the brand, and it is the user who eventually decides on the brand's positioning through the image he or she creates for it. However, by examining these roles, you will notice that the customers' direct presence is at the early stages, before the brand is born through market research measures, as well as at the end of the process, after the brand is developed, marketed, and its products sold and used by them. (Hameide 265) They are now apart of the main processes that go into branding a company or a specific product.
2. How does the concept of experiential branding
relate to the branding process as described in Part 1?
Experimental branding is the discipline of understanding
and defining brands in terms of the way they are experienced, in order to
differentiate them in the most powerful dimension: relevance (nothing is more
relevant than the experience)(Hameide 279) They
relate because in part 1 they talked about branding being about making a
customer experience something and that is what this is doing.
3. How do microbrands compare to corporate
brands and brand extensions?
A microbrand is a limited yet distinct version of the original
(or mother) brand. (Hameide 269) Brand extensions focus on
creating completely new products under the same brand name, which is not what a
microbrand does.
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