Brand Strategy & Management for Alexa: Reinforcement & Equity Growth

This report provides a comprehensive analysis of Alexa's brand strategy, focusing on brand reinforcement and equity growth. It begins with an overview of Amazon and Alexa's current brand position, highlighting its strengths as a premium-priced utility device and market leader. The proposed brand strategy centers on reinforcing established benefits and expanding into developing markets, with a focus on differentiation. SMART objectives are outlined to achieve growth in emerging markets, particularly in the APAC region. The implementation strategy emphasizes marketing programs using Web 2.0 tools to target millennials, business executives, and tech enthusiasts. Potential risks to brand equity, such as reputation, positioning, and customer perception, are addressed. The report concludes with an evaluation strategy using social media and digital analytics to measure the effectiveness of the brand reinforcement approach, emphasizing brand awareness, image, innovation, and customer engagement. The report also includes statistical analysis output files for a blood donation survey, with crosstabs for categorical variables and sample characteristics such as gender, occupation, level of education, and cultural background of respondents.

Brand
Strategy &
Management-
ALEXA

Overview of
the
Presentation
Background- A Brief
overview of the current
brand situation.
○ Organization Overview
○ Current Brand Position
Overview
○ Highlights from last
assignment
Proposed Brand Strategy for
equity growth
○New Brand Strategy
○Justification of the Brand
Strategy
○SMART Objectives
Implementation Details
Risks
Evaluation Strategy
Conclusion
References
2

Organization
Overview
○ Amazon is the e-commerce Behemoth which has
presence in over 16 countries and ships products
across 188 countries.
○ Jeff Bezos is the Founder and CEO of the company
who believes in creating customer centric policies,
procedures and products for its customers.
○ A market leader in consumer electronics, home
appliances, consumer durables, home décor and
many more.
○ Alexa is an example of company’s innovation and
creativity(Business Insider, 2018)
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Current Brand
Position
○ Alexa is a personal virtual assistant on the likes of
Google Home, Microsoft Cortona, Apple Siri and few
others.
○ However, Alexa is the best hardware device coupled
with a software which is based on Machine learning
and Artificial intelligence (Canbek & Mutlu, 2016).
○ Thus, it can be easily said that Alexa is positioned as
a premium priced utility device which is presently
the market leader
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○ Alexa is a high
end product in
comparison to its
competitors.
○ Alexa is spread
across more
markets than any
of its
competitors
Highlights from
Assessment 2
○ Alexa is widely
used by Tech
enthusiasts,
Business executive
and family
audience as a
personal assistant.
○ Alexa ensures the
safety of
consumer info and
data by virtually
storing all
information on the
cloud.
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Proposed
Brand
Strategy-
Brand
Reinforcement
Strategies
Brand Awareness
○ Alexa is a
Smart home
device which
is used as a
virtual
assistant.
○ Alexa provides
the benefits of
a smart virtual
assistant.
○ Alexa satisfies
the curiosity
of the
customers and
helps them to
play music,
control music,
Brand Image
○ Alexa brand
makes Echo and
Dot superior
than other
products due to
its high end tech
specification ,
cloud storage,
Machine
learning and
artificial
intelligence
○ Modern, trendy,
edgy, quality ,
sub branding
and focus are
the brand
associations
○ New Brand
strategy
revolves around
reinforcing the
established
benefits and
expanding into
more developing
markets(Keller,
2015).
○ The only change
in marketing
strategy
proposed is to
focus on
differentiation
strategy.
○ Protecting the
brand identity
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Justification for
Equity Growth
A Brand which is
superior, has high
differentiated Product,
has defined its Target
audience and has
created a marketing
plan to tap its
customers will most
certainly add to its
brand equity, leading
to the growth in the
Equity.
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SMART
Objectives
Get into atleast
10 more
emerging and
developing
markets.
Speical focus in
the APAC
region The time
required to
achieve the goal
is 6 months and
the outcome
would be
measured by
customer
acquistion.
Move forward
with the
GLOCAL(Go
Global and
Think Local
strategy) to
cater the needs
of the evolving
markets.
8

Brand
Implementatio
n Strategy
It is important to communicate the
brand strategy to the target audience
by virtue of creating marketing
programs and techniques to push the
product amongst the Target audience.
Alexa is a high end smart home tech
product which is suitable for the
Millennial, Business executives and
tech enthusiasts. The company aims
to use the Web 2.0 tools to lure the
target audience.
9

The marketing
program to be
targeted to the
specific audience
on social media
and Internet
marketing
Communica
tion will be
hovering
over all the
customer
touch
points
utilizng the
web 2.0
tools
Design a
marketing
Program on
the basis of
7P’s
Marketing
Program
10

○ The first and
foremost thing
is to create a
top of the
mind recall for
Alexa in the
minds of
customers.
This will be
done by
extensive
marketing and
promotion of
the device in
open spaces
and also on
the Internet.
○ Initiating
number of
conversation
and quiz
around Alexa
and its
products Echo
and Dot. This
will be done
on a large
scale social
media
campaign
targeted
towards
millennial and
drive them to
test the
product.
○ Alexa to be
branded as a
premium
product which
is made for
the new age
customers
who
understand
the benefit
provided by
the device.
○ Additionally,
the company
will target the
family
audience by
creating
advertisement
showing how
Alexa can be
used in day to
Branding
Techniques

Risk
associated
with Brand
Equity
○ Reputation- Amazon has a good
reputation in the market, and so does
Alexa. However, high pricing of the
device and certain technical limitations
can harm its brand equity(Dale, 2018)
○ Positioning- Alexa as of now is the
market leader, however Google, Apple
and Samsung are expediting its efforts
to move Alexa from its leadership
position.
○ Customer Perception- Customers
perceive Alexa as a Smart Virtual
Assistant, this perception can be altered
due to certain technical issues Alexa
faced in listening to its customers.
12

Evaluation of
Brand Strategy
Measuring Brand
Strategy
○ Using Social media and digital
analytics tools to evaluate the
interaction and engaged around
the brand strategy
Effectiveness of
Brand Strategy
○ This has to be done on
the basis of Cost Per click,
Reach of the campaign,
Return on investment and
number of impression
achieved.
○ If the campaign reaches
to 75% of its campaign
target it can be seen as a
successful brand strategy
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Conclusion
○ The focus lies on
creating a top of the
mind recall by
targeting customer in
his internet journey.
○ Using Customer
testimonial and
feedback to evoke the
interest of the
customer in the
product, eventually
creating positive brand
advocates(Marinchak,
Forrest & Hoancha,
2018)
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The Brand reinforcement
strategy can be seen as
the right strategy as it
focuses on the three most
important aspect:
○ Brand Awareness
○ Brand Image
○ Innovation and
Creativity.

References
○ Business Insider. (2018). The best smart speaker you can buy:
Amazon Echo vs. Google Home vs. Sonos One. Retrieved from:
https://www.businessinsider.com/best-smart-speaker-amazon-e
cho?IR=T
.
○ Canbek, N. G., & Mutlu, M. E. (2016). On the track of artificial
intelligence: Learning with intelligent personal assistants. Journal
of Human Sciences, 13(1), 592-601.
○ Keller, K. L. (2015). Brand development processes and planning.
The future of branding, 149-176.
○ Marinchak, C. L. M., Forrest, E., & Hoanca, B. (2018). The Impact of
Artificial Intelligence and Virtual Personal Assistants on
Marketing. In Encyclopedia of Information Science and Technology,
Fourth Edition (pp. 5748-5756). IGI Global.
○ Dale, R. (2015). The limits of intelligent personal
assistants. Natural Language Engineering, 21(2), 325-329.
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