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CHAPTER 7:BRANDING ON THE WEB (ROLE OF E-RETAIL MIX IN BRANDING (Price,…
CHAPTER 7:BRANDING ON THE WEB
BRANDING IN CONVENTIONAL RETAILING
a)Branding
=Can be defined as a marketing strategy that involves creating a different name and image by using a logo and tagline that in order to established a presence in the consumer mind and attract the customer
=Example: The Body Shop, Nike, Nestle
b)Retailer Brand
=Refer to the overall brand that retailer across of all their business
=It also called corporate brand, an organizational brand
=They create distinctive brand image that persuade the consumer to choose that brand
=They make the product sales outpace the competition.
=Example: Jakel Trading and Honda
c)Store Brand
=Also called as private brand and own brand
=Product that manufactured specially for a retailer and bearing a retailer name
=The retailer will market the product under it own brand name
=The price for private brands for that product are usually set cheaper than competing name brand
=Example: Tesco, Giant, Jusco and Mydin
d)E- Brand
=The unique package of benefits offered by and distinctively associated with the e-retailer
=The creation and development of communications strategic specifically for brand to have meaning and context on the web
=To understanding branding that the retailer have to look at what lies behind the brand name.
=Example: Adidas, John Master, Donatello
THE BRAND PLATFORM
Role
The e-retailer needs to ascertain the purpose of the brand, how it can help people’s lifestyle and the functional and emotional benefits being offered.
Personality
The personality of the brand include the look and feel of the brand.
Another approach is for the e-retailer to think in term of the personality of the typical user and to build that into the e-retail site.
Achievement
refer to the realized differentiation of the e-retailer brand compared to competitors.
Brand back-up
the fourth aspect of the brand platform, asks whether the site is authentic.
Branding As Hype
Selection of promotional product
Corporate advertise
Team that provide the service on branding
Five star service
DIFFERENT APPROACHES TO BRANDING ON THE WEB
Branding is a major consideration in developing an e-retail business.
Basically a logo, symbol or slogan.
Branding as something that retailer are not in worse that no branding at all, because the retailer raise consumer expectation about the quality of what they will get.
ROLE OF E-RETAIL MIX IN BRANDING
Price
Portal & E-mall alliances
Promotion
Interactivity
Site Design
E-Brand Development IV : Role of TRUST & INTERACTIVITY in e-Brands
TRUST
+Privacy
+Security Policies
INTERACTIVITY
+Navigability
+Web-atmospheric