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E branding

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Small notes on e-branding. …

Small notes on e-branding.
Use of major internet tools used in branding.

Published in Education , Business , Technology
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  • 1. By Chundun
    E-Branding
  • 2. Brand is “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”
    Branding can hence be considered as a means to:
    Make target aware of your product/service
    Attract new customers
    What is branding?
  • 3. Why branding?
    To attract more or new customers
    To re-enforce status in market
    To show competitive advantage
    More popular brand = more popular value = more money
    Brand equity
    = Brand product value – unbranded product value
    Brandingand brand equity
  • 4. Brand website to drive traffic into firm
    Website = brand of the firm
    Web is 100% virtual
    Website is only interface available to customer
    Website is the only artifact shown to customer from the virtual world
    Usage of website will shape the perception of firm
    Hence design of website of utmost importance
    Attractiveness
    Usefulness
    simplicity
    Branding on the web
  • 5. Branding of product /service can be achieved via posts in blogs
    Post messages in blogs dealing with domain/sector of product/service
    Respond to queries of (potential) customers to make them aware of your brand
    Careful to also check for negative posts on your product/service
    Respond to clarify any doubt / misunderstanding
    Request bloggers to remove falsified post on product/service
    Use of blogs for branding
  • 6. Social media gaining widespread popularity
    Need to step into the social network website
    Social media
    Large pool of target customers available online
    Need for advertising online in these social networks
    Brand creation /strengthening among people in social networks
    Social media and branding
  • 7. Use of emails to do branding
    Send personalised messages to customers based on previous interaction with website
    Send promotional messages to potential customers
    Opt-in facility
    Email marketing and branding
  • 8. Massive use of search engines by customers to locate website
    Hence branding strategy should constitute of Search engine marketing strategy
    Pay per click advertising for new websites
    Search engine optimalisation to help customers find the website:
    Web (multimedia) content = search engine friendly
    Domain name should be self explicit
    Use of appropriate meta tags
    Search Engine Marketing
  • 9. Branding is an important activity for a firm to create awareness and to help retain customers
    Internet is another means for promotion
    Hence, branding should be done online as well as offline
    Use of internet tools for branding: blogs, social networks, emails, search engines
    Summary
  • 10. Thank You