Beruflich Dokumente
Kultur Dokumente
12
Branding
McGraw-Hill/Irwin
EBay Example
Conclusion
EBay Example
Conclusion
Source: www.brandinstitute.com/bi_site/news_release_megabrands1098.htm
Established as Online
Brand
Branding
Online
Branding and
Selling Online
Intermediary/
Vertical Portal
e-Commerce
BusinesstoConsumer
Ragu
American
Airlines
Yahoo!
CDNow
BusinesstoBusiness
Boeing
Cisco Systems
Avnet
NexPrise
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
Interactivity
Interactivity
Responsiveness 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
Community
Community
EBay Example
Conclusion
Brand is the price of entry [to the Internet], not the winning strategy.
Dylan Tweney, infoNet
By the time your potential customers log on, they already know what
theyre looking for, and they often know from whom they want to buy it.
Theyre just not listening to branding messages anymore. Michael
Fischler, Principal, The Pubs Group
Wraparounds
. . . provides positive
consumer responses . . .
Brand Awareness
Customer Benefits
Depth
Confidence
Breadth
Loyalty
Satisfaction
Brand Associations
Core Product/
Service
Strength
Relevant
Consistent
Firm Benefits
Reduced
marketing costs
Valence
Uniqueness
Memorable
Distinctive
Increased
margins
Opportunity for
brand extensions
Source: Keller (1996), Aaker (1996), Strategic Market Research Group, Marketspace Analysis
Wraparounds
Core Product /
Service
EBay Example
Conclusion
Pricing
Pricing
Communication
Communication
Promotional
Promotional
Program
Program
Distribution
Distribution
Brand
Brand Equity
Equity
EBay Example
Conclusion
Clearly
ClearlyDefine
Definethe
theTarget
TargetAudience
Audience
Step 2
Understand
Understandthe
theTarget
TargetCustomer
Customer
Step 3
Understand
Understandthe
theCompetition
Competition
Step 4
Design
DesignCompelling
CompellingBrand
BrandIntent
Intent
Step 5
Identify
IdentifyKey
KeyLeverage
LeveragePoints
Pointsinin
Customer
CustomerExperience
Experience
Step 6
Execute
Executethe
theBranding
BrandingStrategy
Strategy
Step 7
Establish
EstablishFeedback
FeedbackSystems
Systems
Offline
Online
2. Understand the
Customer
3. Understand the
Competition
4. Design Compelling
Brand Intent
5. Identify Key
Leverage Points in
Customer
Experience
6. Execute the
Branding Strategy
7. Establish
Feedback Systems
EBay Example
Conclusion
Enhances or Detracts
Marketing
Marketing
Levers
Levers
Relationship
Relationship
Stages
Stages
EBay Example
Conclusion
Awareness
Awareness
Offline
advertising
Web price
discount
Increased
number of
channel
intermediaries
Online
billboards
Commitment
Commitment
Dissolution
Dissolution
Direct mail
Targeted price
promotions
Volume
discounts
Discontinue
pricing discounts
Efficient site
structure
Personalized
pages
Loyalty programs
Reduce
advertising
expenditures
Identify
departing
friends
Reduce customer
care
EBay Example
Conclusion
EBay Example
Conclusion
Branding Conclusion
Strong brands can be used to enhance the effectiveness of all other marketing
activities
The branding process includes seven steps: 1) clearly define the target
audience, 2) understand the target customer, 3) understand the competition, 4)
design compelling BrandIntent, 5) identify key leverage points in customer
experience, 6) execute the branding strategy and 7) establish feedback
systems.