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?
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
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
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
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
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
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
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