Please enable JavaScript.
Coggle requires JavaScript to display documents.
CHAPTER 7 : BRANDING ON THE WEB - Coggle Diagram
CHAPTER 7 : BRANDING ON THE WEB
BUILDING IN CONVENTIONAL RETAILING
Retailer brand
The overall brand that retailer across of all their business
Also called corporate brand & organizational brand
Create distinctive brand image that persuade the customer to choose the brand
Make the product sales outpace the competition
Store Brand
Also called as private brand or own brand
Product that manufactured specially for a retailer & bearing a retailer name
Will market the product under it own brand name
The price are usually cheaper than competing name brand
Branding- marketing strategy that involves creating a different name & image by using a logo & tagline that in order to established a presence in the consumer mind & attract the customer
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
E-Brand
The unique package of benefits offered by and distinctively associated with the e-retailer
To understanding branding that the retailer have to look at what lies behind the brand name
Branding As Hype
5 star service
Team that provide the service on branding
Selection of promotion all product
Corporate advertise
E-Brand Development I : Start With The Brand Concept
Brand are package of benefits offered to customer
To appreciate the brand
Have own identity
Element of brand : Unique,easy to remember, attractive and valuable
Brand are the image of the product and image of the company
Brand must be simple but clearly
The Brand Platform
The Brand Platform
Personality - The personality of the brand include the look and feel of the brand
Role - The e-retailer needs to ascertain the purpose of the brand, how it can help people's lifestyle & the functional & emotional benefits being offered.
Achievement - Refer to the realized differentiation of the e-retailer brand compared to competitors
Brand back-up - Asks whether the site is authentic