Branding of EBusinesses

Venkatesh Krishnamurthy
Author: Create Profitable Products (ISBN 9789352127832) and Marketing of
Information Technology (ISBN 9780070248724)
www.linkedin.com/in/kvenkatesh
kvenkatesh.mail@gmail.com

Topics
Branding channels
Barriers to Branding
Branding measurement parameters
Branding during initial stages

Which are the channels of Branding?

Channels of Branding
Conventional media
TV
Radio
Screens

The Internet

Own app, website

Partner websites, apps
Mobile telephony
Social media

Which are the barriers to Branding?

Language
Connectivity
"Un-banked"
Cash economy

How to Brand an E-Business?

Go local - polycentric
Get closer - study the habits
Low cost approach
Brand at origin
Targeted (and re-targeted) advertising

Branding measurement
CTR
Geo
Conversion
Other usual Branding parameters such as

TOMA
Persona
Identity
Equity
Premium

How to Brand in the initial stages?

Target audience at origin
Preferably pilot
A/B test
First growth, then ARPU
Lowest cost
Anchor brand and symbiosis