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Chapter 7: Branding On The Web - Coggle Diagram
Chapter 7: Branding On The Web
Branding
as a 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.
Exp : The body shop, Nike , Nestle
Store Brand
as a private brand & own brand
Exp : Tesco, Giant
Retailer Brand
overall brand that retailer across of all their business
Exp: Honda
E-Brand
The unique package of benefits offered by & distinctively associated with the e-retailer
Exp: Adidas, John Master
Branding As Hype
Selection of promotion a product
Five star service
Corporate advertise
Team that provide the service on branding
The 4 keys aspects of brand platform
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.
Personality
The personality of the brand include the look & feel of the brand
Achievement
refer to the realized differentation of the e-retailer brand compared to competitors
Brand back up
the fourth aspect of the brand platform, asks whether the site is authentic
Role of Trust & Interactivity in E-brands
Trust
Privacy
Security
Policies
Interactivity
Navigability
Web atmospheric
Role of E-Retail Mix In Branding
Price
Site Design
Interactivity
Portal & E-mail alliances
Promotion
3 Stages brand development framework for e-retailers
start with a clear understanding
develops the detailed components of brand concept
focus on implementation