360 degree branding is a branding effort which tries to include the brand identity into a holistic approach so that the brand is in touch with and visible to the customers at all the times. It’s all about creating a distinctive brand philosophy which is centered on consumers. It helps to anticipate all aspects of consumer needs. Especially when brand is fairly new it needs to be present everywhere to build a brand image.
Integrated marketing follows a user centric approach and primarily focuses on use of online and offline tools to engage and excite consumers. Integrated communication ensures that message is consistent throughout irrespective of the channel.
A web 2.0 usage pays more attention to customer rating and social media as consumers talk about the brand outside of the boundaries of the brand
A 360 degree branding has various elements like print, media, broadcast, email, phone etc
A brand manager has to ensure that each of these elements should run according to the essence of the brand and the strategy.
For example: In Social media apart from posting messages, we can also establish conversation, get a feedback from user, collect big data, or even manage issues and complaints.
Similarly Public Relation not only covers the press releases or media gatherings, but it also involves media training for internals to ensure brand sustainability.
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