Online Branding unit is used in
|Not all of the material in this unit will be used in each of these courses; the amount of material covered will be indicated by the actual lecture given in class by the professor. Some courses cover this topic extensively, some courses deal with it briefly.|
|In addition to our material and online links for sections that we go through in MGTD06, we particularly recommend this book Brand Building by Martin Lindstrom and Tim Frank Andersen. While it is recognized that purchasing additional books is expensive, this particular book is very good and contains good chapters on all the key areas of branding and traffic building and banner ads. For those of you that could not consider buying this book, we will make efforts to cover the content by providing quotes of the key points herein.|
we move on to discuss "Branding" in the context of Internet Marketing it
would be a good idea to review briefly the basic concepts of branding as
understood in traditional marketing.
The favourable relationship marketing people hope becomes established with a product, eg. Nike-Jordan,
The Key Elements of Branding
|In Chapter 3
of David Siegel's book, he makes
the important point on page 31 that
"... in Internet time, brands are less sticky than you might think. It takes more effort to maintain an online brand than an offline brand"
Siegel cautions that in the "customer-led future, company brands will weaken significantly because companies will be pulled apart by their customer divisions, they should plan on restructuring and promoting product or even division brands"
|Siegel may be
right - in several cases, re: company brands will weaken significantly
this is indeed already true among several consumer product companies. Toyota
promotes the Lexus brand as a distinct luxury brand to disassociate itself
from the mass market low price appeal of the average Toyota line-up. In
2000 BMW sold Landrover to Ford, but Ford continued to keep Landrover as
a product with a distinct brand - even though the Landrover was a direct
competitor to its Ford Explorer and Ford Expedition.
Look at the pics below, can you tell which is the Landrover and which is the Ford?
A 2007 Explorer starts at
$40,699 for the 4.0 litre XLT package
Range Rover HSE starts at
$99,900 with the supercharged edition running you $118,900
||the authors discuss
in "Brand Building on the Internet" discuss the question of increasing
the individualism of communication.
This subject has developed in response to the trend for people to be less and less loyal to popular media and advertising. While the amount of TV we watch has increased from 15 to more than 25 hours a week (on average) the amount of times we flick channels has increased very sharply - meaning, simpy, we are avoiding long drawn commercial segments by watching two or three shows concurrently on different channels. As a consequence, we are effectively ignoring the TV commercials and the message is less and less effective.
Therefore, the large advertising agencies have been hopefully looking to the Internet as a medium in which advertising can be done in such a way as to have more individual contact with the viewer and therefore have a greater impact, which would eventually lead to a purchasing decision.
Companies who are going through a corporate reengineering process should recognize the opportunities available in online promotional and advertising and forgo some of the situations they have in traditional advertising, which have proven to be ineffective related to the cost involved.
||"Elements of Branding"
page 305 in the Schneider/Perry book
"Marketers are attempting
to create and maintain brands on the web by using rational branding.
Companies that use rational branding offer to help web users is some way
in exchange for viewing an ad.
and the Internet
John Shenton says "The Internet and its promise of instant profitability is potentially the biggest problem in the coming years for many businesses in the retail and hospitality industries.
Revenue managers want to use the Internet as a distribution channel to sell more product or in the case of hotels, put more heads in beds, yet at the same time an over reliance on the Internet could actually have the opposite affect, eroding already faltering profits. The fact is that by aggressively competing on features and price, it’s difficult for your business to create meaningful and lasting differences from your competitors.
Your customers benefit from price wars by saving money, but also get confused when choice is confined to price. In many instances the customer is in effect buying a commodity and has no sense of brand loyalty because little is known about the company making the product or about service after the sale."
and the Internet
As such, branding has never become more important, and its time your Internet pricing models need to be addressed. There is a danger of your product or hotel being perceived as a commodity. In the Internet world, if you can make your product different from a commodity you can get the pricing differentiation.
should therefore be a key aspect of every business Web site,
but remember your brand is not just your logo, tagline, packaging or the
"look and feel" of your ads and your website. These are all graphical parts
of your brand identity and are often narrowly, and incorrectly, referred
to as "branding”. Your brand resides within the hearts and minds
of your customers and prospects. It is the sum total of their experiences
and perceptions of your product, company and service, some of which you
can influence, and some you cannot. "
|March 2011 student
Gaurav G in MGTC46 at UTSC emailed to say
"Thanks Guarav, looked at the video, it is useful, basically, it shows an interview with Hollis Thomases, CEO of WebAdvantage.net about Twitter. Thomases discusses Twitter and its social media applications at SES NY 2009."
||the authors discuss web
Branding is Still a Long-Term Game.Leavitt and Dover explain "For IT services firms, the most critical measure of brand value is customer loyalty.
Branding Services is Different"IT services brand builders must understand the unique challenges presented by marketing and selling services and solutions.
permission to quote Dover
et al done in email 2008 Feb 21, copies on file in permissions binder
|Establishing Brand Presence
|Migrating your company's
- some things are easy, some things are difficult (eg. Tide)
|How Corporate Identity
Guidelines Change Online
"The ability to create special effects in HTML, such as those afforded by the use of wallpapers, may create readability or recognition problems when used alongside your company logo or wordmark"
|Domain Names are an aspect
of branding for companies that are pureplays or new dot.coms that are click
Click on this screen capture to review the material in the unit on Domain Names
|Examples of companies trying to develop "product evangelism" by creating a community around the brand and other "especially innovative and exciting" situations||Beverage companies do not sell beer, ice tea and cola on the net, why do they have web sites and what do they use them for?|
Snapple, in trying to compete against the Cola giants, Pepsi and Coke is trying to use their web site and other promotion to turn customers who are at the brand insistence stage into "evangelists". The point being not only will these people be faithful drinkers of the beverage line, but that they will be "fans" and encourage other people to drink the products.
How do you facilitate their development of fan status - by giving them kewl screen savers, let them order merchandize with the logo, win prizes, enter contest etc.
Snapple can also use the online site to gather specific name and address information of loyal customers which they will use in "direct mail" campaigns in ensure
||In April of 2000, Molson's
got much more reaction than it expected when it launched its TV commercial
"I Am Canadian".
The web site
on which the commercial is downloadable became, according to some accounts, the number #1 downloaded feature on the web for Canadian surfers in the spring of 2000.
At the I AM website,
The questionnaire which you
fill out to get the free email includes the statement
Such customer profiling techniques were done by the American cigarette companies in the 1980's in order to develop long-term brand insistence - however it was expensive to do that then due to the amount of free merchandize you had to give away - "kewl" web sites allow this customer profiling to be less costly and you can create communities of customers that in turn create a dynamic that can be very exciting
The National Post picked
up on this story of Molson and their I AM CANADIAN ad and accompanying
web site and ran a story by Jonathon Gatehouse on the patriotic fervor
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