Brand Strategy and Management for Amazon Alexa

Brand Strategy and Management 1 | P a g e
Brand Strategy and Management

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Introduction
With the effect of globalisation and internet in the business markets, revolutionary changes have
been noticed in the organizational functionalities. Numerous devices, technologies and
approaches have been introduced in compliance with the globalisation and internet which have
generated opportunities for the organizations to grow and expand in the domestic and in the
international market as well. Introduction of online business companies is another revolutionary
change in the business industry and internet has played major role in the functionalities of online
buying and selling of products and services. Amazon is one of the giant players of online
retailing companies and it serves in more than 188 countries across the globe from
approximately 12 registered offices in different parts of the globe. Jeff Bezos, CEO of Amazon
has adopted customer centric approach in order to satisfy its customers’ demands and wants as
well as to retain their interest in the company for longer period of time. Apart from this, Amazon
believes in improvement and innovation so that new products and services could be provided to
its existing as well as potential customers in order to retain them as well as for the objective of
enhancing organizational revenues, profits and to gain competitive advantage (Alexa, 2018).
Description of brand
With regards to the rapid innovation of products and services, organization has recently
introduced Alexa which is a smart speaker and act as an artificial personal assistant. This
device has capable enough to work approximately as human personal assistant such as
booking appointments, playing songs from different platforms, giving regular updates for traffic,
weather conditions, recording, setting reminders, etc. This device is introduced with the
objective of making easier lives for the people who have busy schedules and does not able to
execute its tasks on time. Primary target market segment for this device is people with sufficient
individual disposable income, people with busy schedule, tech-enthusiasts, and every customer
segment as Alexa is capable enough to provide help an individual in all manners. Primary
competitors of Amazon Alexa are Google Home, Apple’s Siri, and Microsoft’s Cortana. From all
these devices, features and performance of Amazon Alexa is much high in comparison to its
competitors’ products and along with this, reachability ad availability of Alexa is also high in
comparison to the competitors’ products (Alexa, 2018).

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Brand inventory
Core brand values
When an individual purchases a product or a service for the purpose of own consumption is said
to be a consumer. Decisions made by consumers with regards to the buying the particular
product or service is totally dependent upon the marketing and advertisement for that product.
Although, there are various other factors which have a great impact over buying decision of a
consumer but branding is one of the most crucial factors as it sets the first impression for the
product amongst the consumers (Baumgarth, Kaluza & Lohrisch, 2016).
Concept of brand value is one of the primary and major factor which plays vital role in terms of
convincing customers for buying the product. Amazon Alexa has numerous features through
which an individual could make its life easier. Apart from this, Amazon has adopted customer
centric approach in order to build a strong and reliable image amongst its customers and Alexa
has also been introduced with the objective of fulfilling customers’ demands and wants and to
provide them unique experience through which separate image could be developed amongst
the target audience in order to gain competitive advantage (Canbek & Mutlu, 2016).
Brand is an intangible asset for an organization and it helps the organization to differentiate
between market value and book value and it is also known as brand equity. It is necessary for
an organization to promote its products and services in order to enhance the demand of the
particular product. Amazon has adopted unique themes for promoting its new device i.e. Alexa
amongst the target audience in order to generate demand amongst the target audience as well
as for making them feel the requirement of particular products and services. Branding act as the
USP of particular product and it helps the consumers to make separate image for that product in
comparison to the competitors’ products. In order to make an effective brand image, Amazon
promotes Alexa by giving real life examples to create positive brand perception amongst the
consumers. Thus, significance of branding is high as it helps the organization to gain
competitive advantage along with enhancing the demand for the products and services as well
as to boost up the revenues, profitability and sales in the marketplace (Chung, Iorga, Voas &
Lee, 2017).
Primary elements of brand value of Amazon Alexa are brand image, brand identity, brand
association, brand awareness, consumer perception and brand loyalty. Although, organization
has set up an effective and positive brand image, brand awareness and brand identity with its
effective marketing and promotional campaigns. Nature of brand value is identified by

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determining that to what extent particular product fulfil the demands of consumers or matches
with their expectations (Dale, 2015). With regards to Alexa, it fails to set up its separate brand
identity but as it is a product by Amazon, it has a positive influence over target audience. Alexa
has successfully created a positive image amongst the tech-enthusiasts and for attracting other
customer segments, organization is continuously improving its advertising and marketing
campaigns. From a rough survey, it has been evaluated that Amazon Alexa is present in more
countries in comparison to its closes competitor i.e. Google Home. Thus, it could be said that
Amazon Alexa is able to fulfil its target audience’s demands and wants along with matching up
with their expectations. This has generated opportunities for organization to grab the large part
of market share for attaining leading position in the artificial assistant market (Davies, Rojas-
Méndez, Whelan, Mete & Loo, 2018).
Brand communication
Brand communication is considered an important tool used by brand managers for developing
as well as for maintaining effective brand image amongst the target customers. This tool helps
the organization to develop its separate image along with setting reliable image amongst the
existing and potential customers. Brand communication is the process for developing and
managing customer relationship and it affects brand loyalty. Brand communication also includes
developing public relations along with the marketing and promotional campaigns. In order to
make the brand communication process of Alexa effective and efficient, Amazon has adopted
two way communication methods for getting feedbacks and suggestions from the consumers for
analysing their requirements so that relevant changes could be done for making it more
effective to fulfil target audience’s demands and wants (Demirkan, Spohrer & Spohrer, 2016).
Amazon has adopted two way brand communication strategy in terms of both traditional as well
as non-traditional forms of marketing and promotional tools. With respect to these tools, major
focus of the organization is on the digital marketing strategies as these are suitable marketing
tools for promoting Alexa in comparison to the traditional marketing tools. Amongst the digital
marketing tools, organization has adopted social media platforms such as Facebook, Twitter,
Instagram, etc. platforms along with email marketing, third party website promotions. In
traditional forms of marketing, organization has included television and board hoardings for
approaching to households, people aged 35-60, and other customer segments (Fajardo, Zhang
& Tsiros, 2016). Alexa was introduced in November 2014 in United States and till February
2018, it was present in approximately 38 countries and organization is planning to launch in
other countries by introducing Alexa in several other languages. In order to make their brand