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Shifting Landscape of Branding: Online Strategies for Success

Explore the evolving world of online branding, from threats to traditional advertising to forging brand relationships. Learn how to evaluate online effectiveness and enhance brand meaning with digital content. Discover the importance of domain names and the challenge of multiple brands in the digital age.

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Shifting Landscape of Branding: Online Strategies for Success

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  1. Internet Marketing & e-CommerceWard HansonKirthi KalyanamRequests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENTTHOMSON BUSINESS and ECONOMICS5109 Natorp BoulevardMason, OH 45040Phone: (800) 423-0563

  2. Part Two: Chapter SixOnline Branding “There must be – and is – life beyond the 30-second spot. We must accept the fact that there is no mass media anymore, and leverage more targeted approaches.” Jim Stengel, Chief Marketing Officer, Procter & Gamble

  3. Shifting Landscape of Branding • Threats to traditional advertising include shrinking audiences, rising costs and competing technologies

  4. Shifting Landscape of Branding • Threats to traditional advertising include shrinking audiences, rising costs and competing technologies • Tivo ad blocking and the Do Not Call registry restrict marketers reach

  5. Shifting Landscape of Branding • Threats to traditional advertising include shrinking audiences, rising costs and competing technologies • Tivo ad blocking and the Do Not Call registry restrict marketers reach • Fears of the chaos scenario: a drop in mass media effectiveness with no equally effective marketing alternative

  6. Building Brands Online • Web spending, especially for keyword search, is expanding • Content and development central to online branding efforts • Improved multi-media technology increases ad effectiveness

  7. Building Brands OnlineAggregate U.S. Advertising and Online Advertising

  8. Evaluating Online Effectiveness • Four stages of establishing customer-based brand equity

  9. Evaluating Online Effectiveness • Four stages of establishing customer-based brand equity • Establishing the right identity

  10. Evaluating Online Effectiveness • Four stages of establishing customer-based brand equity • Establishing the right identity • Creating appropriate brand meaning

  11. Evaluating Online Effectiveness • Four stages of establishing customer-based brand equity • Establishing the right identity • Creating appropriate brand meaning • Eliciting the right brand responses

  12. Evaluating Online Effectiveness • Four stages of establishing customer-based brand equity • Establishing the right identity • Creating appropriate brand meaning • Eliciting the right brand responses • Forging appropriate customer brand relationships

  13. Evaluating Online Effectiveness Source: Kevin Lane Keller

  14. Branding by Domain Name • Reinforce branding • Build traffic • Anticipate consumer behavior and mistakes • Memorability matters • Simplicity counts

  15. Branding by Domain Name Alternate names should help drive traffic to main site SOURCE: Bloomberg News/Landov

  16. The Challenge of Multiple Brands • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm

  17. The Challenge of Multiple Brands • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm • A branded house treats all products as an integrated brand

  18. The Challenge of Multiple Brands • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm • A branded house treats all products as an integrated brand • A house of brands emphasizes product-specific marketing with few ties to other company brands

  19. The Challenge of Multiple Brands

  20. Enhancing Brand Meaning • Online images and content reinforce brand personality and imagery

  21. Enhancing Brand Meaning • Online images and content reinforce brand personality and imagery • Digital content transforms a brand into an authority

  22. Enhancing Brand Meaning • Online images and content reinforce brand personality and imagery • Digital content transforms a brand into an authority • The Stain Detective at Tide.com • Daily pollen counts at Allegra.com

  23. Enhancing Brand Meaning • Online images and content reinforce brand personality and imagery • Digital content transforms a brand into an authority • The Stain Detective at Tide.com • Daily pollen counts at Allegra.com • Online responses offer a swift, and lasting, response to brand crises

  24. Enhancing Brand Meaning • Pairing traditional media campaigns with Web advertising helps drive customer response to a brand • Billboards, television have wide reach but limited information • Internet lacks wide reach but provides deep content, elaboration, reinforcement • A “handoff” strategy recognizes strengths and weaknesses of each media type

  25. Enhancing Brand Meaning In Apple Computer’s “Switch” campaign, TV ads and billboards steer users to the Web

  26. Forging Brand Relationships • Online content can deepen consumer attachment to a specific brand

  27. Forging Brand Relationships • Online content can deepen consumer attachment to a specific brand • Legacy drives brand connections and can be highlighted through online and multi-media content

  28. Forging Brand Relationships • Online content can deepen consumer attachment to a specific brand • Legacy drives brand connections and can be highlighted through online and multi-media content • Brand communities place special emphasis on a brand or product and are powerful purchasers

  29. Forging Brand Relationships Brands as socially negotiated constructs

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