Edited by Bernd H. Schmitt and David L. Rogers
Chapter 6: Brand Convergence
Dae Ryun Chang In the increasingly connected and wireless world of the new millennium, marketing management has ventured beyond its traditional oﬄine boundaries in order to take advantage of new technologies and media. This has resulted in a signiﬁcant demand for a vast range and high quantity of content that in turn is putting pressure on brand management. Through the ‘digital convergence’ of networks, technologies, contents, services and devices that has occurred over the last decade, the delivery of brand information is now more diverse than ever before. What is often overlooked in digital convergence, however, is the need for ‘brand convergence’. Even though a great deal of eﬀort is made to integrate hardware, software and service features to enable digital convergence, fewer steps have been taken to guarantee a smooth integration of brand-related concerns. Brand convergence therefore is the strategic integration of brand associations that are created in the minds of consumers through the various media. Brand convergence may be more diﬃcult to achieve than digital convergence because consumer perceptions are driven less by technological or product integration than by the clarity and consistency of the brand. Brands are often deﬁned as ‘a network of associations’; and as the ‘touchpoints’ between a brand and consumers become more varied because of digital convergence, so does the diﬃculty of their integration. Let us take for example the union between Sony and Ericsson. This partnership was designed to seamlessly combine the electronics expertise and reputation of...
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