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CHAPTER 7: BRANDING ON THE WEB - Coggle Diagram
CHAPTER 7: BRANDING ON THE WEB
BRANDING
As a marketing strategy that involve creating a different name and image by using logo and tagline.
example
The Body Shop
Nike
Nestle
STORE BAND
the price for private brand for that product under it own brand name
example
Giant
Jusco
Tesco
Mydin
called as private brand and own brand
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
example
John Master
Donatello
Adidas
THE NARROW MEANING
BRAND- A brand is a name given to a product or services that takes on an identify by itself
SYMBOL- Mark sign or word that indicates, signifies or is understood as representing an idea, object or relationship
LOGO- a symbol or design icon adapted by an organisation to identify its products, uniform, vehicle
BRANDING AS HYPE
corporate advertise
Team that provide the services on branding
Selection of promotion all product
five star service
THE BRAND PLATFORM
PERSONALITY
The personality of the brand include the look and fell of the brand.
ACHIEVEMENT
Realized differentiation of the e-retailer brand compared to competitors
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.
BRAND BACKUP
The fourth aspect of the brand platform, ask whether the site is authentic
Retailer Brand
Called as corporate brand and an organizational brand
Example
Jakel Trading
Honda
The overall brand that retailer across of all their business
Start with the brand concept
Brand development is to appreciate the brand
brand are the image of the product and image of the company
Brand are package of benefit offered to customer
Brand must be simple but clearly
E-RETAIL MIX
PROMOTION
INTERACTIVITY
PORTAL & E-MALL ALLIANCES
SITE DESIGN
PRICE
3 STAGES BRAND DEVELOPMENT FRAMEWORK FOR E-RETAILERS
DEVELOPS THE DETAILED COMPONENTS OF BRAND CONCEPT
FOCUS ON IMPLEMENTATION
START WITH A CLEAR UNDERSTANDING
ROLE OF TRUST & INTERACTIVITY
TRUST
PRIVACY
SECURITY POLICIES
INTERACTIVITY
NAVIGABILITY
WEB-ATMOSPHERIC
BRAND LOYALTY