A Digital Brand Network (DBN) is the (measurable) presence of a brand online and is comprised of technology (functionality) and people (user behavior).
A DBN includes platforms
, IP addresses and URL's.
The DBN is a theory stating that brands are evolving. Beyond the current concept, where brands are experiential platforms that connect people, the next evolutionary stage will see brands as networks comprised of people.
group is hiring an interactive
marketing consultant to help manage our digital brand network.
Digital brand influence is the sum of all online behavior relevant to a single brand. Digital brand influenced is expressed with a score (digital brand influence score). This score is a super metric (an aggregation) of other simple metrics, used to measure individual behaviors. Digital brand influence is measured within the context of a digital brand network, a new marketing model designed to monitor, map, measure and manage brand influence online.
Leading brands in the cola category tend to demonstrate more digital brand influence than the leading brands in the bottled water category, according to the latest digital brand influence scores.