Brand Building in the Digital Era

Today’s increasingly digital world demands new ways to build and manage brands. To ensure brand relevance, brand building calls for a new approach to connect and deliver brand behavior and experiences.

On July 27, Simon Koh, founder of Big Data Play Brand, to make a Chinese-language presentation entitled “大數據狂潮下的品牌策略” (Brand Strategies Under the Big Data Frenzy) at the AmCham Taipei’s Lincoln Room. He provided an overview of brand management fundamentals to give attendees a full understanding of how to build a compelling brand and how branding has changed in recent years.

Koh described four types of brands 1) Asset-Driven, 2) Service-Driven, 3) Technology-Driven, and 4) Network-Driven to showcase examples of different business models. A network-driven brand involves brand building through different platforms and ecosystems. In a disruptive era, consumers are exposed to more than 3,500 brands on a daily basis, compared to 2,000 brands just a decade ago. He noted that customers may experience a certain brand through multiple channels and touchpoints, sometimes even in a non-physical world, where machines and algorithms are responsible for deciding the role of the brand.

Koh stressed that in order to transform a brand and build relevance, an organization must understand its market, leverage new tools, generate insights, and measure its success.

From left to right: AmCham Taipei President William Foreman and speaker Simon Koh, founder of Big Data Play Brand.

The Lincoln Room is made possible by the generosity of a number of sponsoring companies:

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