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BRANDING ON THE WEB - Coggle Diagram
BRANDING ON THE WEB
E-retail Mix
Price
Portal & Email alliances
Site Design
Interactivity
Promotion
Branding in conventional retailing
Branding
Defines as marketing strategy that involves creating a different name and image by using a logo and tagline.
Example : The Body Shop, Nike
Retailer brand
Refer overall of brand that retailer across of all their business
It also called corporate brand, an organizational brand
Example : Jakel Trading and Honda
Store Brand
Called as private brand and own brand
Product that manufactured specialty for a retailer and bearing a retailer name
Priced product are usually set cheaper than competing name brand
Example : Tesco, Giant, Jusco and Mydin
E-brand
The unique package of benefit offered by and distinctively associated with the retailer
Understanding branding that the retailer have to look at what lies behind the brand name.
Example : Adidas, John Master
Branding as Hype
Corporate advertise
Selection of promotion all product
5 star sevice
Team that provide the service on branding
E-Brand Development
Brand are package of benefits offered to customer
Have own identity
Brand must be simple but clearly
Have element of brand
Unique, Easy to remember, attractive and valueble
The Brand Platform
Role
E-retailer needs to ascertain the purpose of the brand.
The view link into the very nature of brand
Personality
Include the look and feel of the brand.
Another approach is for retailer to think in term of the personality of the typical user
Achievement
Refer to the realized deifferentiation of the retailer brand compared to competitors
Brand back-up
Asks whether the site is authentic
Implement through the brand elements
Brand elements are the points of caontact between the brand and the consumer
Communication and interactivity also a branding elements
Example : Banner advertisement
Need to be controlled and adjusted correctly if the design of the brand concept and the brand platform are to be sucesssfully applied.