What is meant by 360 Degree Branding ? share your views by giving some Brands examples

Quite simply Marketing activities which take into consideration brand identity and take an inclusive approach so that the brand is presented at all points of consumer contact.

(360 Degree Branding) It is another things.
But 360 Degree advertising where we can see ATL, BTL, TTL.
Branding and Activation also include here

Marketing activities which take into consideration brand identity and take an inclusive approach so that the brand is presented at all points of consumer contact.
Case Study: Makemytrip.com - Makemytrip.com is an online travel portal which offers a wide variety of travel consultancy services like real-time booking of flights, hotels, car rentals and even holiday packages - In September 2005 they launched their India operations.
- The portal became a trend-setter and has become a pioneer in the online travel industry in India by applying IMC ( 360 branding) approch.
- Because of IMC growth in sales is around Rs 1260 crores & they have acquired one million customers by the year 2007 Creative They targeted travellers who have access to the net and launches the viral campaign in October 2005.
Compaign was based on the Hindu epic Ramayana and were titled Sita Haran and Chalo Lanka.
The third creative Chidiya Udi was based on a popular children’s game called Chidiya Ud.
Online & Search engine marketing Makemytrip.com advertises heavily online.
It uses online networks like Google Adsense, Tyroo and Komli.
Makemytrip.com does regular audits of its ads going through online ad networks.
Outdoor The main message that was to be communicated was that makemytrip.com offers “lowest airfares guaranteed”.
Cities like Mumbai, Bangalore, Delhi and Chennai were targeted initially, with a focus on roads leading to the airports.
Then slowly they expanded the areas covered to bus shelters, important highways (like the Delhi-Noida-Delhi highway) and other major cities.
Huge hoardings, Billboards and mobile vans were the mediums used.
The Portrait campaign Mass Media – TV commercials Print media campaign Viral marketing Results: The sales for fiscal year 2005-06 (first year of operation in India) was Rs 200 crores which went on to grow by 180% to Rs 562 crores by the end of the fiscal year 2006-2007 As per the July 2007 figures circulated by Comscore, a leading US-based Internet research company, MakeMyTrip.com has been rated as the tenth most-visited web-site in India, with 3.5 million unique hits and the number one travel website Conclusion Makemytrip.com is a classic case of how a company can, within a reasonable budget, mount an extremely successful and varied promotional campaign.
The company ploughed its money into promotions across all major forms of media, but most importantly it had a very strong rationale behind every rupee of promotional investment.
Thus, they executed a well thought out and fairly comprehensive campaign with a significant dose of innovation (The virals) that made the campaign on the whole, very successful.
Other examples of IMC or 360 branding campaign can be of Incredible India Campaign, Vodafone ( Hutch is now Vodafone campaign), IPL, and so on.
360 degree campaign provide you ROI of the campaign in brilliant way.

it means that your branding experience is applied to all media in a consistent manner.

The role of media in helping brands become more relevant online has entered a time where words like “convergence” and “integration” best describe the multiple channels, approach, and skill sets necessary to succeed.
The days of single device access to the Internet have given way to a range of connected devices including tablets, smartphones, and even cars and kitchen appliances.
Ubiquitous connectivity plus the ease of publishing and interaction by both organizations and individuals can mean huge opportunity.
Companies that optimize their integrated media strategies and tactics to develop and scale digital media content wherever customers are looking and interacting can achieve a substantial competitive advantage.
Optimizing a 360-degree experience for customers is going to require more from us as online marketers.
As Avinash Kaushik has said on this blog, “You can no longer be good at just one thing, or two.
It is a 10-thing world now (and maybe a 20-thing world soon).” Multi-channel, multi-media, and multi-skilled are the baseline expectations for competitive marketing with digital media.
Taking advantage of a more integrated media mix starts with a clear understanding of what these media labels mean along with a few examples: Earned Media Earned media is often the result of public and media relations efforts to “earn” coverage in industry publications, both on- and offline.
In other words, it’s achieving editorial brand presence within media without having to advertise.
Although it’s entirely possible and common that a brand would advertise in the same digital publication where they’ve earned coverage.
Examples would be a prominent mention in an article in a magazine, newspaper, or industry website like Fast Company, The New York Times, or this nice piece of recent coverage we had in Forbes with over 10,000 views that talks about the role of SEO through through the lens of the customer journey, stressing the importance of content.
Owned Media Owned media is about brand control and includes digital media, content, and assets such as websites, blogs, newsletters, white papers, presentations and social media accounts.
Brands are increasingly behaving like publishers with editorial staff managing content creation teams.
“Content marketing” is the hot topic when it comes to owned media and can facilitate brand information discovery through search and social channels.
Content engages customers and fosters relationships throughout the customer lifecycle.
Well-implemented owned media provides an opportunity for the brand to provide consumers an earned media experience while maintaining control over editorial.
American Express OPEN Forum and General Mills’ Tablespoon.com are great examples of owned media.
TopRank has numerous examples of owned media ranging from this blog to the book Optimize to presentations like the one above that further emphasizes the role of optimization in guiding the customer along the sales cycle and choosing topics and content formats.
Paid Media Paid media is advertising and examples include display ads, pay-per-click search ads, and sponsorships.
The pro for paid media is near on-demand implementation, some degree of control, and scale.
The growing popularity of social advertising on social media sites like Facebook, Twitter, LinkedIn, and YouTube adds another option for marketers to gain presence in channels where consumers and buyers are spending a lot of their time.
The appearance of brand messages and content within paid media can work together with social sharing and organic search.
From ads on the right side of Google.com to the awesome sponsors of Online Marketing Blog to the right of this post, paid media examples are pretty abundant.
TopRank does not engage in any advertising with one exception: part of our consulting agreement with the PRSA is to receive an ad in their print magazine PRSA Tactics, which emphasizes our search expertise and offers links to guides on social media and SEO.
Shared Media Shared media is about the co-creation of content and media between brands and community.
Brand social web participation and interaction with consumers on sites like Facebook, Twitter, and YouTube that results in content is “shared media” since it’s a result of a shared interaction.
Because of the nature of social sharing and engagement on social media sites, shared media can propagate across an individual’s network to others, and so on and so on.
Paid and owned media can inspire shared media and shared media can inspire earned media.
One of my favorite examples of co-created or shared media is Dell’s IdeaStorm community and of course the e-book project we’re working on at TopRank in conjunction with the speakers at Content Marketing World shown above.
Virtually all online marketing involves social media to one degree or another.
The convergence of media and the need to integrate media types and channels in order to create and optimize a 360-degree experience that is meaningful and social is essential for optimizing the connection between relevant audiences and brand content.
That perspective is what has lead to TopRank‘s development of Optimize 360 and a 3 dimensional approach towards optimization: Attract, Engage, Convert.
Each presents an opportunity for performance optimization and connecting brand content with consumers to create meaningful experiences and mutual benefits.
Over the next few months you’ll start to see more tightly integrated media in all formats from TopRank and we’ll share that evolution here and in upcoming presentations.
We take our own medicine when it comes to online marketing and that transparency has resulted in new engagements with some pretty incredible companies.
Engaging consumers where they live online and in ways that they care about represents the path to helping brands become more relevant where it matters online.
A holistic approach to media and what you do to optimize that media to attract, engage, and convert prospects to buyers and buyers to evangelists is more of a perfect storm than an apocalypse.
The question is, are you ready to adapt and evolve to meet the challenge? The original version of this article first appeared in my Social Media Smarts column on ClickZ.