Brand management

1. In today’s business world new idea generation can bring money to entrepreneur. Brand
management is such kind of idea that has some benefits. In this section of assignment benefits of
effective brand management to an e-commerce site and characteristics of effective domain name
has been discussed.
Brand management
Basically a brand is a perception of consumers about a product. Consumers are not always
willing to purchase product from unknown vendors. For this reason brand is important for
success in business. A brand name is something special and that remember consumers something
special about quality or anything others. Brand management ensures that the perception of
consumer is good about product and customers are loyal to company. In case of e commerce also
brand management is essential. Consumers have to have knowledge about product quality and
they have to known to it. When a brand is popular to all potential consumers, it is easy to get
success as soon as possible (Powell, 2011).
Benefits of effective brand management
Effective brand management has some benefits. Effective brand management is necessary to the
company for sure success. Benefits of effective brand management are:
i.
Positive statement of quality and value of the product to the customers. That means
customers have to know about the quality and value of the product. It is the
responsibility of the company to aware the consumers about the quality and value of
product.
ii.
Another benefit is that consumers can rely on something. It is the loyalty of consumers
about the company. This because of the companies good will in the market and also the
experience of the consumers. Both existing and potential consumers are recognized to
the brand.
iii.
In case of brand management product promotion is an important thing. By using brand
name company can easily promote brand name.

2. iv.
Another most important benefit of brand management is to make the product different
from competitors in the market, because it is the main theme of a brand is its distinction
from others in the market.
v.
Effective brand can also enhance the value of the product to the customers. Sometimes it
works like prestige issue (Aaker & Joachimsthaler, 2000).
Recommendation(s) for the business name and domain name
A business name is the bearer of the company perspective. Business name and domain name
should have some characteristics. These are discussed in following Para. But for the business
described a perfect name can be “Home Office Online Furniture” and the domain name can be
“Home Office Online Furniture. Com”
Three characteristics of an effective domain name
Domain name is distinct naming systems that make the company separate than others. Three
characteristics of an effective domain name are:
i.
It should be easy to memorise, so that consumers can easily recall it.
ii.
Domain name should be as short as possible, because consumers are not always willing
to memorise broad name.
iii.
Another characteristic of brand name is effective expression of the business description.
So the brand name should be the bearer of the company perspective (Martin & Paul,
2006).

3. The importance of an agreed security policy
Agreed security policy is very essential for any business organization. For e-commerce business
agreed security policy is more essential (Symantec, 2010). Importance of agreed security policy
is described below:
i.
Agreed security policy helps to enhance the aware of security culture within the
organization. For online company security policy is essential to maintain business
without any security threat.
ii.
Another important issue is that agreed security policy clearly states about the assets that
are protected.
iii.
Agreed security policy helps to states the importance of protection of some special
assets. It can save these assets from any security threat.
iv.
It is also identified by the agreed security policy, that who is responsible to protect these
assets.
These are the importance of Agreed security policy.
Anti-virus software
Antivirus can save documents from attack of unwanted viruses. Viruses are the threat for data
and information of an organization. Viruses can damage the whole system of an organization. To
be protected from virus antivirus is essential. The role of antivirus in an organization is discussed
below:
Antivirus detects virus and antivirus. So that virus can be deleted and keep the important files
and documents safe from unwanted malware. Virus is very dangerous in this regards that they
can generate by own. If any computer is affected by virus than all the files and documents are in
threat of damage. But antivirus makes sure that virus is deleted and cannot run in computer.
Another important issue is that virus affected files may be corrupted and damaged. But antivirus
ensures that files are not corrupted or damaged. Antivirus is very essential for all computer users.
It is to say that online companies must use antivirus to protect their documents (Wells, 2008.).

4. Digital certificates
Digital certificate have to be clearly stated to the user. Digital certificate make sure that any
information or greetings sender is who they claim to be. That means this not like any spam or
other unwanted threat. Digital certificate ensures that sender of a mail or the owner of any
website is that person who is claimed himself as its owner. Digital certificate also helps to
prevent a fraud transaction that is used by any unwanted user for the purpose of criminal or any
other illegal activities.
Biometrics
Biometrics is the use of any individual’s physical elements to ensure proper and real transaction.
Biometrics is very helpful element in online transaction. It ensures legal transactions. Users of
Biometrics are:
i.
Uses any of the biometrics element of the users Biometrics makeup to complete
transaction
ii.
Uses finger print of iris recognition as Biometrics security
iii.
Able to get benefit of doing tension less transaction that the person doing transaction is
the person who the authority claim to be
iv.
Getting benefit of blocking the attempted transaction if the Biometrics element does not
match.
These are the benefit of using Biometrics elements. In online transaction Biometrics is very
much safe and secured. Biometrics transaction is necessary to ensure legal and error free
transaction.

5. Internet Technology
Nowadays internet technology is very important all over the world. Near about all transaction in
developed countries like UK is done by using internet technologies. In case of delivering
products internet technologies plays an important role. The role of internet technologies in case
of providing customer service is described below:
i.
Transaction through Internet technologies ensures that order is properly and ensures in
time delivery. In case of online furniture shop internet technologies helps customers to
choice product in online and make order. It is also secured transaction and customers get
relief from going to shop to buy product (Longley & Shain, 2012).
ii.
Tracking technologies of Internet technology provide customers assurance about the
delivery of product in details.
iii.
It is safe too. As there is delivery Information, company is always in the safe side. If any
customer claims about the non delivery of product than delivery information can be
assessed to ensure delivery.
iv.
By using internet technology up to the minute information can be assessed. Internet
technology provides up-to the information about the delivery package. The location of
the delivery package can be assessed by using GPS and portable computing technologies.
These are the facilities of internet technology. So it can easily say that internet technology is very
important for online businesses. To ensure proper order and delivery of product internet
technology is essential. Consumers can enjoy pressure free shopping using internet technology.
Return Policy
Consumers can return product after purchasing. It is sometime not beneficial for the company.
But to maintain goodwill company sometime consider return of product. In this case company
has to set some return policy. These can be as follows:
 Some specific circumstance in which it is clear that return is acceptable
 Some criteria of product return will be set which should be existed
 The destination and way of returning product should be developed
 The rights of consumer in case of return or replacement o product should be stated
clearly

6.  Return cannot be allowed for a long time period. So the time period of returning product
should be clearly.
 In some cases return of product is not possible. In this the reason behind not returning
product should be stated clearly. In this case geographical or other problem can arise.
These are some return policies that can be set by the company. Theses return policy helps the
company to maintain goodwill and also satisfy the consumers.
1. Aaker, DA & Joachimsthaler, E 2000, Brand Leadership., 3rd edn, The Free Press, New
York.
2. Longley, D & Shain, M 2012, Dictionary of Information Technology, 2nd edn,
Macmillan Press.
3. Martin, L & Paul, A 2006, DNS and BIND (.), 5th edn, O'Reilly, New York.
4. Powell, SM 2011, Brand MAnagement, Berlin.
5. Symantec 2010, Importance of Corporate Security Policy, viewed 14 July 2012,
<http://securityresponse.symantec.com/avcenter/security/Content/security.articles/corp.se
curity.policy.html>.
6. Wells, J 2008., '"Virus timeline". ', vol 5, no. 2, pp. 36-43.