How to build a brand through the engagement of customers across different touchpoints

There is a new paradigm in marketing, which induce a turnaround in the mindset of marketers, acknowledging the power shift from brand to customer Anymore the customer decides why, when and how to reach the brand. The traditional marketing is ineffective and brands should search for innovative and clever ways to engaged customers across multiple channels in a form preferred by the customer. These are the problems addressed by the study; they are actual and relevant to all business sectors. Brands are omnipresent in everyday life, possessing the power to affect one’s life, shape perceptions, lifestyle and self-concepts, but this has become a challenge because now more than ever the customer is savvy, empowered and has the freedom to choose among great number of value propositions. The objective of the study is to show a consistent approach to a holistic multichannel marketing strategy. To illustrate better this, the study is focused on the luxury fashion sector since it is one of the most dynamic and competitive businesses in terms of branding, where brand equity and reputation are mainly built on intangible assets, subjective perception and sentiment of the customer The methodology for the study is a combination of primary and secondary research, for the theoretical part more than 100 articles, reports and publications were examined, 5 books and various Internet sources were used. The data about the brands was collected from official sources, through observations and interviews. For evaluation was developed a four step methodology and Internet analytical service platforms were used. The results have proven that a company cannot have an effective marketing strategy and build a valuable relationship and engage customers unless harnessing technology and the possibilities provided by the new marketing channels as Internet, Mobile and Digital. The study has proven that mucltichannel marketing is effective for companies irrespective of size, resources, location and business sector. It has practical management implications for the deployment of a multichannel marketing strategy and internal reorganization and preparation of the companies to face the change.