Internet Branding

Today

the customer is in charge and whoever is

best at putting the customer in charge makes all
the money. Stephen F. Quinn, Senior vice president for marketing,
Wal-Mart.

Todays

marketing world is brokenWe are still

too dependent on marketing tactics that are not in
touch with todays consumer Jim Stengel, Global Marketing
Officer, Procter &Gamble

Used

to be, TV was the answer. The only

problem was it stopped working sometime around
1987. President GM North America
Broadcasting an ad on television or in a
newspaper is admitting you have no idea who
your customers are. Gary Loveman, CEO, Harrahs

Definition
e-branding refers to the sum total of a
company`s values, competencies,
attitudes, vision, mission, personality
and appearance that is projected to the
audience online

Purpose of e-Branding
To create

a direct relationship between

Customer and brand owners (via internet)
To engage the Customer
To enhance brand experience
Helps in better Brand recall which
eventually results in better sales & Brand
loyalty
To strengthen
To deliver

The 2Is and Branding

Individualization
Individualization

Interactivity
Interactivity
Responsiveness

Interactivity

creates
value because the
brand is tailored to
the individual

Customers

gain a
sense of control
with respect to the
nature and timing of
their interactions
with the brand

There

is a danger
that the brand will
stray from its core
personality

Community
Community

becomes a key brand

attribute as customers
recognize that their
concerns are heard and
responded to across
multiple channels
The

frequency of
interaction is increased
leading to the need to
freshen content and
target messages to
specific usage occasions

Customers

expect the
brand to evolve in
response to their needs
and desires

Benefits of Internet
Branding
Easy

to survive among competitors

Helps to build familiarity and loyalty from consumers
Convenient to gain reputation amongst customers
e-Brand becomes the digital asset for a company
Easy to expand customer relationship
Allows penetrating deep into the unsought market
segments
Helps to be a part of the grand global internet
community of the 21st century
Helps personalize the brand offerings to customers
better than traditional methods of branding

Should Offline Firms Create

New Online Brands?
Point-Counterpoint
Keep the Same Brand

Build a New Brand

It takes an enormous amount of

Using an existing brand limits the
time and money to build a strong growth of the user base
brand name
Existing offline brands dont get
Customers who purchase online
the Net
are assured that services are
It is possible to sign up more
available offline
partners when a third-party name
It is difficult to uncover interesting is used
new brand names
The online brand and the offline
brand can have a synergistic
effect
Target customers will not be
confused by brand offerings
appearing online