Brand Building in the Digital Age

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Brand Building in the Digital Age 1 BRAND BUILDING IN THE DIGITAL AGE By Student Name By Student ID Professor Name Course Name December 30, 2022

Brand Building in the Digital Age 2 Introduction Ben Francis, while a student, co-founded Gymshark with several of his pals in 2012. Steve Hewit, Steph Green, Dave Parry, Paul Richardson, and Richard Chapple are now running the company as partners. In the world of fitness, the name "Gymshark" is synonymous with high-quality online gym clothing. Men's and women's gym wear, including stringers, tank tops, T-shirts, slacks, hoodies, shorts, and leggings, are available from the brand. If you're looking for fitness wear in the UK, go no further than Gymshark, the industry leader and fastest-growing brand. Rapid expansion and a growing number of high-quality clients have been hallmarks of their business from the start. As of today, 1,000,000 orders have been sent through Gymshark, marking a significant new milestone for the brand (Hansen, Kupfer and Hennig-Thurau, 2018). Innovative Workout Products Clothing from Gymshark is versatile enough to be worn for a workout, going about your day, or just lounging around the house. With its athleisure line, the company has been able to effectively target the youth market. In addition to its trendy offerings, Gymshark is also a leading provider of cutting-edge exercise technology. The Energy Seamless range of sports leggings, for instance, has "squat-proof" built-in underwear. Gymshark has been able to attract customers of all sexes because to its forward-thinking products, trendy designs, and sponsorship of male and female fitness gurus. With this, it may appeal to a larger demographic than women-centric fitness gear companies like Lululemon and Sweaty Betty. Gymshark has also tried working with popular fitness bloggers to develop one-of-a-kind designs to offer alongside its core original range. Because of this, the company has been able to tap into the trust that already exists between influencers and their respective fan bases to develop very effective goods (Kelly et al., 2015).

Brand Building in the Digital Age 3 Social Media Marketing The company's success may be attributed, in part, to its innovative use of technology and social media. More than 7 million people follow Gymshark across social media platforms. The more they publicise their roles as ambassadors, the more individuals they might potentially reach. Millions of people follow the firm via a variety of media, including "It's little wonder that between GymsharkTrain and "Gymshark Women," they've amassed an online following of about 10 million people. Having been founded by a group of young people, Gymshark has a strong interest in technology and the internet. One of the pioneering businesses to use ""Influencers" on sites like Instagram and YouTube. Because of this, the firm was seen by a massive number of people, resulting in an early and dedicated fan base. Gymshark saw a huge opportunity in this form of e-commerce, and the firm quickly expanded thanks to the endorsements of more and more influential people (Rasmussen, 2018). Given the company's youth and that of its founders, several of its internet marketing efforts have gone viral as a result of their creative and effective strategies. Gymshark saw the "tag someone to reply within X minutes" trend as an opportunity to advertise their new deals in advance of Black Friday 2020, which they used to great effect to boost engagement and ultimately, revenue (Bresciani and Ewing, 2015). Gymshark deftly generated online excitement for each pop-up event it organised via the use of catchy blog posts, Facebook events, and the promotion of trending hashtags across all of its social media platforms. Gymshark was able to sell 90% of their merchandise in a single day because to the success of their #LiftToronto event, which was promoted using this kind of advertising. Gymsharks attracts the young people it seeks to serve using a combination of informal tone, social media fads, and calls to action. They may

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Brand Building in the Digital Age 4 maintain a fresh and relevant presence on the internet by tweeting out "Memes," which often have universally applicable meanings and hence get many retweets from their devoted following (Steenkamp, 2020). Theory Co-Creation Co-creation is predicated on the idea that the customer's perspective is crucial throughout the development of the final product. Adding value to the product is at the heart of the co- creation process. This is due to the fact that the customer and the company in issue are now in a more dynamic partnership. The role of social media in today's society has become enormous. Consumers are able to have open discussions about various companies and goods via social media. Brands in a co-creative environment are social processes with various stakeholders, and social media and networks play an important part in facilitating this (Ren, 2014). Tribes & Brand Community To "belong to the tribe" of a certain brand or product is to share its values and customs. Products of special importance to a tribe are consumed by its people. Members may utilise a product's symbolic value as a way to identify one another; although this was more challenging before the advent of digitalization, advancements in technology have made it possible for tribes to provide assistance to one another beyond physical distances. The term "brand community" refers to a group of people who identify with a certain brand. Members of an online community may establish bonds with one another via the shared experiences they share and the shared enthusiasm they have for the business (Nobin, 2016).

Brand Building in the Digital Age 5 Linking Value The worth of products and brands may rise in accordance with the social standing of the people who use and buy them. An equivalent value is called a connecting value. Value is established via social relationships between members of a tribe or brand community, rather than between the producer and the consumer. Customers will only see connection value if they can join the tribe via the product or brand (Jackson and Ahuja, 2016). Conclusion Gymshark has reached a major milestone with the shipment of one million orders. The "squat-proof" underwear that comes standard with the Energy Seamless line of sports pants. The creative use of new media and technology seems to be key to its success. Several of the company's online marketing campaigns have achieved viral success because to the originality and efficiency of the methods they used. Gymsharks draws in the demographic of young people it hopes to help with a mix of a conversational tone, social media trends, and calls to action. Products and names may increase in value if they are associated with affluent consumers. Rather than between a manufacturer and a customer, value is created inside a group, such as a tribe or a brand community. A "brand community" is a subset of the general public who have a common affinity for a particular brand.

Brand Building in the Digital Age 6 Reference Bresciani, L. and Ewing, M. (2015). Brand building in the digital age: The ongoing battle for customer influence. Journal of Brand Strategy , [online] 3(4), pp.322–331. Available at: https://www.ingentaconnect.com/content/hsp/jbs/2015/00000003/00000004/art00004 [Accessed 30 Dec. 2022]. Hansen, N., Kupfer, A.-K. and Hennig-Thurau, T. (2018). Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands. International Journal of Research in Marketing , [online] 35(4), pp.557–574. Available at: https://www.sciencedirect.com/science/article/pii/S0167811618300351 [Accessed 30 Dec. 2022]. Jackson, G. and Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice , [online] 17(3), pp.170–186. Available at: https://link.springer.com/article/10.1057/dddmp.2016.3 [Accessed 30 Dec. 2022]. Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G. (2015). New Media but Same Old Tricks: Food Marketing to Children in the Digital Age. Current Obesity Reports , [online] 4(1), pp.37– 45. Available at: https://link.springer.com/article/10.1007/s13679-014-0128-5 [Accessed 30 Dec. 2022]. Nobin, C.E. (2016). Exploring community newspapers and brand building in the digital age . [online] iiespace.iie.ac.za. Available at: https://iiespace.iie.ac.za/handle/11622/115 [Accessed 30 Dec. 2022]. Rasmussen, L. (2018). Parasocial Interaction in the Digital Age: An Examination of Relationship Building and the Effectiveness of YouTube Celebrities. The Journal of Social Media in Society , [online] 7(1), pp.280–294. Available at: https://www.thejsms.org/index.php/JSMS/article/view/364 [Accessed 30 Dec. 2022]. Ren, L. (2014). Proof of Stake Velocity: Building the Social Currency of the Digital Age . [online] Available at: https://www.cryptoground.com/storage/files/1528454215-cannacoin.pdf [Accessed 30 Dec. 2022].

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Brand Building in the Digital Age 7 Steenkamp, J.-B.E.M. (2020). Global Brand Building and Management in the Digital Age. Journal of International Marketing , [online] 28(1), pp.13–27. Available at: https://journals.sagepub.com/doi/full/10.1177/1069031X19894946 [Accessed 30 Dec. 2022].

Brand Building in the Digital Age

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