Group 125

Branding & Marketing 

Building Brand in Industry 4.0 Era

Brand in industry

There is no way, present brands sustain themselves without virtual assistance and digital presence. Digitalisation in brand development assists brand strategy. Brand agencies and brand design companies have adopted the new era of digitalisation in their creative processes as well. The German initiated ‘Industrie 4.0′ coined the term ‘Industry 4.0’ in 2011 to indicate the shift in mass production to customised & personalised practices using emerging and advanced technologies. This revolutionary move comprised scholars, policymakers and executives, who identified a fourth industrial revolution based on the rapid digitisation of organisational operations. Industry 4.0 or industrial revolution 4.0 bring in industry 4.0 technologies which enhance the brand building.

The first industrial revolution [Industry 1.0] occurred between 1760 and 1840 which focused on the steam machine. While Industry 2.0 occurred in the 19th century which involved electricity in industrial processes. Industry 3.0, started in the 1960s and involved using Information Technologies (IT), communication technology and industrial automation. Later, the developmental period was followed by ongoing Industry 4.0, which involves integrating digital technologies with physical objects to create. Ultimately, the impact of industry 4.0 on branding is certainly significant.

Cores of Industry 4.0  -

Internet of Things –

The IoT in marketing is used as an innovative and ingenious communication strategy in which digital communication objects and appropriate protocols are interconnected to facilitate information flow in systematic patterns.

Cloud Computing –

Cloud computing services are those, based on a wide-bandwidth internet connection with low latency which is accessible from anywhere at low costs with existing computing hardware. To provide data storage, analytics, architecture, and design, cloud computing contributes to the development of the critical digital infrastructure needed for effective branding purposes.

Big Data –

Technically, Big Data is defined as ‘the amount of data beyond the technological capability to store, manage and operate efficiently. And its analytics refers to the use of analytical tools to identify hidden patterns in these data and generate meaningful interpretations. 


Artificial Intelligence –

AI combines robust datasets with computer science to facilitate problem-solving while utilising machine learning and deep learning algorithms to create expert systems that predict or evaluate information based on input data.  

Industry 4.0 in Brand Design Principles – –

While disruptive technologies have become standard for individuals and businesses, the successful integration of new technologies requires the development of well-designed systems that consider how the latest innovations will optimise creative departments within an organisation. The interconnection of the digital technologies within the digital ecosystem helps designers should maintain the ecosystem’s interoperability to ensure that the computer systems or software can exchange data effectively. With information transparency being essential in an interconnected digital ecosystem, it ensures all stakeholders can actively participate in critical activities. Whereas, decentralisation, as a fundamental principle of Industry 4.0, involves autonomous decision-making and control, which is aligned with individual subsystems of the brand. Basic principles of marketing, too, are optimised exponentially with industry 4.0 in the concepts like- cooperation, conversation, co-creation, cognition & connectivity.  

So there you have it; if your efforts are channelised in the correct direction with intuitive branding parameters in conjunction with industry 4.0 integration, then your brand won’t require tumultuous practices!