Reference no: EM132236099

Now that we finished the chapter on branding, we learned that brands are quintessential in marketing. But what would happened when there is a proliferation of brands everywhere. For example, there are more than a dozen different online mattress brands vying for your attention across every medium you can think of. Mattresses are just the tip of the iceberg. Everywhere you look on social media, there is an explosion of different “microbrands” (Links to an external site.)Links to an external site. for gadgets, apparel, cosmetics, furniture and food that are targeting us with uncanny precision (Links to an external site.)Links to an external site.. Some, like Casper Mattresses and Kylie Cosmetics, have become overnight successes. What has made this possible is the prevalence of a combination of new technologies and techniques, all online. Marketers can test an audience with a mockup or a prototype before a product even exists, then turn to overseas factories for rapid manufacturing while outsourcing everything from payments to shipping.

DISCUSSION QUESTIONS:

1. What is “microbrand” and how it infiltrates online commerce so rapidly? Describe the ecosystem(s) for its proliferation.

2. Explain a brand stack and its components? How is it enabling the microbrand explosion in e-commerce?

3. With the rapid emergence of micro-brands, what would be the future of branding and brands (e.g., Coke, Nike, McDonald's) in marketing?