Please enable JavaScript.
Coggle requires JavaScript to display documents.
CHAPTER 7: Branding On The Web - Coggle Diagram
CHAPTER 7:
Branding On The Web
Branding in Conventional Retailing
Retailer Brand
Corporate brand, an organizational brand & they create distinctive brand image that persuade the consumer to choose that brand
Eg: Jakel Trading & Honda
Store Brand
Private brand & own brand, the product under it own brand name & the product usually set cheaper than competing name brand
Eg: Tesco, Mydin & Giant
Branding
As a marketing strategy that involves creating different name & image by using a logo & tagline to established a presence in the consumer mind
Eg: Nike, Nestle
E- Brand
The unique package of benefits offered by & distinctively associated with the e-retailer
Eg: Adidas & Donatello
Different Approaches to Branding On The Web
Basically a logo, symbol & 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
Is a major consideration in developing an e-retail business
Branding As Hype
Corporate advertise
Team that provide the service on branding
Selection of promotion all product
Five star service
E- Brand Development 1: start with the brand concept
There have own identity
As retailer, their product must have element of brand : Unique, Easy to remember, Attractive & Valuable
Brand development is to appreciate the brand
Brand are the image of the product & company
Brand are package of benefits offered to customer
Brand must be simple but clearly
The Brand Platform
Personality
Achievement
Role
Brand back-up
E- Brand Development IV: Role of Trust & Interactivity
Trust- Privacy, Security Policies
Interactivity - Navigability, Web-atmospheric
Brand Loyalty
Implement Through The Brand Elements
E.g: Banner advertisements
Web atmospherics are another brand element that needs to be designed to reflect the desired look & feel of the brand.
Brand elements are the points of contact between the brand & consumer
Communication & interactivity also a branding elements
E-Retail Mix
Promotion
Interactivity
Portal & E-mall alliances
Site design
Price