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Chapter 6 online branding
- 1. INTERNET MARKETING & E-COMMERCE How brand strategy shapes the brand’s online presence
- 2. Overview • Challenges to traditional Branding Media • Brands and Online Brand Building The branding business Customer-based brand equity Online implications of the brand equity framework.
- 4. Challenges to Traditional Branding Media Major networks face a shrinking audience
- 5. Challenges to Traditional Branding Media Programming costs continue to rise
- 6. Challenges to Traditional Branding Media Television is losing audience
- 7. Challenges to Traditional Branding Media Chaos Scenario “A rapid decline in mass media effectiveness prior to the creation of an effective alternative marketing vehicle.
- 8. Challenges to Traditional Branding Media This perception is changing Companies that dominates the advertising world
- 9. Challenges to Traditional Branding Media This perception is changing Innovative campaigns
- 10. Challenges to Traditional Branding Media This perception is changing Offbeat campaigns
- 11. Challenges to Traditional Branding Media This perception is changing Companies unable to afford mass media branding
- 12. The Branding Business Connecting Branding Strategy to Online Presence
- 13. Brands and Online Brand Building THE BRANDING BUSINESS The Value of a Strong Brand Building strong brands, differentiating them, and maintaining them are critical marketing functions.
- 14. Brands and Online Brand Building THE BRANDING BUSINESS The Value of a Strong Brand Building strong brands, differentiating them, and maintaining them are critical marketing functions.
- 15. Brands and Online Brand Building THE BRANDING BUSINESS The Value of a Strong Brand The availability of a strong brand
- 16. Brands and Online Brand Building THE BRANDING BUSINESS Branding and Advertising Services Almost all major corporation rely on external ad agencies to manage their branding and advertising creation.
- 17. Brands and Online Brand Building THE BRANDING BUSINESS Branding and Advertising Services The Internet is having an impact on the balance between in-house and outsourced activities.
- 18. Brands and Online Brand Building CONNECTING BRANDING STRATEGY TO ONLINE PRESENCE RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING & DIFFERENCE WHAT ARE YOU? PERFORMANCE IMAGERY DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 19. Brands and Online Brand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS Establish Proper MEANING Brand Identity POINTS-OF-PARITY & DIFFERENCE WHAT ARE YOU? PERFORMANCE IMAGERY DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 20. Brands and Online Brand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE Enhance Brand Meaning POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING & DIFFERENCE WHAT ARE YOU? PERFORMANCE IMAGERY DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 21. Brands and Online Brand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING WHAT ARE YOU? PERFORMANCE IMAGERY Reinforce Right & DIFFERENCE Brand Responses DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 22. Brands and Online Brand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING WHAT ARE YOU? PERFORMANCE IMAGERY Forge Brand & DIFFERENCE Relationships DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 23. Summary • Challenges to traditional Branding Media • Brands and Online Brand Building The branding business Customer-based brand equity Online implications of the brand equity framework.
- 25. INTERNET MARKETING & E-COMMERCE How brand strategy shapes the brand’s online presence