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CHAPTER 7: BRANDING ON THE WEB - Coggle Diagram
CHAPTER 7: BRANDING ON THE WEB
Branding In Conventional Retailing
Retailer Branding
Store Brand
Branding
E- Brand
Branding
Creating a different name and image
Using a logo and tagline
Defines as a marketing strategy
Example: The body shop, Nike, Nestle
Retailer Brand
Create distinctive brand image
Make the product sales outpace th competition
Corporate brand, an organizational brand
Example: Jakel Trading and Honda
Overall brand that retailer across of all their business
Store Brand
Retailer will market the product under it own brand name
Price for private brands for that product are usually set cheaper than competing name brand
Product that manufactured specially for a retailer and bearing a retailer name
Example: Tesco, Giant, Jusco and Mydin
Private brand and own brand
E- Brand
Creation and development of communication strategic specially for brand to have meaning and context on the web
Understanding branding that the retailer have to look at what lies behind the brand name
Unique package of benefits offered by and distinctively associated with the e-retailer
Example: Adidas, John Master, Donatello
Different Approaches To Branding on The Web
Major consideration in developing an e-retail business
Logo, symbol or slogan
Branding as something that retailer are not in worse that no brandind at all because the retailer raise consumer expectation about the quality of what they will get.
E- Brand Development I: Brand Concept
have own identity
have element of brand
Easy to remember
Attractive and Valuable
Unique
appreciate the brand
image of the product and image of the company
benefits offered to customer
simple but clearly
The Narrow Meaning
Brand
brand is a name given to a product and / or service that takes on an identity by itself
Symbol
Mark, sign or word that indicates, signifies or is understood as representing an ideas, object, or relationship
Logo
symbol or design icon adapted by an organization to identify its product, uniform, vehicles etc
Branding As Hype
Corporate advertise
Five star service
Selection of promotion all product
Team that provide the service on branding
Implement Through the Brand Elements
communication and interactivity
elements of e-retail mix or the marketing mix
web atmospheric is designed to reflect the desired look and feel of the brand and its personality
controlled and adjusted correctly design of the brand concept and brand platform are to be successfully apllied
example:- banner advertisements, - the price of the product and the quality of the services
designing the right brand
contact between the brand and the consumer
The brand platform
Personality
typical user and build into the e-retail site
look and feel of the brand
Achievement
differentiation of the e-retailer brand compared to competitors
Role
E-retailer needs to ascertain the purpose of the brand
Brand back-up
fourth aspects of the brand platform, asks whether the site is authentic
E-Brand Development IV
Brand Loyalty
Interactivity
Navigability
Web-atmospheric
Trust
Privacy
Security Policies
E-Retail Mix
Promotion
Interactivity
Portal & E-mall alliances
Site Design
Price
Stages brand development framework for e-retailers
develops the detailed components of the brand concept
focus on on implementation
start with a clear understanding