E-Branding - Branding For The Web Age by Netica

What is branding?
Samuel Maverick – A 19th century farmer:
Allowed cattle to roam free, spared a hot branding iron.
'Maverick' is an unbranded range animal.

The origins of branding
Industrial revolution : the age of packaged goods
Factories placed logos on products to differentiate them
Branded products became well known (Coke, Kellogg, Quaker Oats)

The human need for branding
In order to communicate with society, a person needs:
To be remembered
To be trusted and loved
Human features : A face, name, family, friends, education, values, job

What's in a company's brand identity ?
Name
Symbol (Face)
Logo (Name + Symbol)
Family (Mother Company, Country of Origin)
Education & Values (Know-How & Technology, Culture & Behavior)
Friends (Market, Industry, Colleges/Partners, etc.)
Job (What does it do? In which field?)

What is a brand?
Brand is the closest contact point to the customer – a memory or an association
Creating a brand is similar to strategic real-estate investments
Associating the Elite brand with love & indulgence gives them a lasting competitive advantage

What is a brand promise?
Encountering a familiar brand is like meeting a friend .
Every brand holds a promise , an opportunity that attracts us.
The cosmetics manufacturer can not sell us wrinkle-free skin and we know it – he sells the hope of turning back time and fulfill our desire to be beautiful & young again

Why do companies need branding?
In economic terms a "brand" is a device to create a monopoly
A customer pays $50 for the Levi's branded pants, but only $10-20 for the non-brand.
Brand = Money
Brand Equity = Branded product price – Unbranded product price

When do we develop the brand?
Brand development begins with recognizing a need of a target audience
Brand is one of the product's characteristics: the human features that we need to interact with
Assumption: It’s a competitive market (non-monopolistic)

How do we build a brand?
Market research / consumer surveys
Marketing maps / unexploited niches
Defining target audience
Creating the brand message & language
Analyzing interaction points - between customer and brand
Defining media strategy
Creating content for different media
Brand integration and maintenance

Selecting a brand name
A good brand name :
Easy to pronounce, recognize, and remember
Legal protection
Attract attention
Suggest benefits (e.g., always fresh) or usage
Suggest an image / identity
Distinguish the product's positioning relative to the competition.
Now in the Internet age , a brand should also:
Have an available .com
Easy to spell (preferably short)
Multilingual (e.g., Burger Ranch)

What does branding do to consumers?
Brand Engagement: the process of forming an attachment between a person and a brand
Creates/changes perceptions, attitudes, beliefs, behaviors
Engages many senses

Brand loyalty
When products are the same: price becomes the only motivator
To avoid price wars , we develop brands
The ultimate goal of marketing (and branding)
Customers pay higher prices
Cost of customer acquisition and maintenance is less
Bring new customers to the firm
Sony's president: Sony's greatest asset isn't their entertainment or consumer goods divisions…but rather the Sony brand .
“ No-one ever got fired for buying IBM "

Why branding became the leading marketing strategy?
Increase the product's perceived value to the customer
Increase sales – creates a more favorable view of product relative to others on market
Value of the brand determined by the amount of profit it generates

When do we prefer a non-brand?
New experience – Japanese local hotel vs. Hilton
New product / new technology - 200 gram laptop
Lower cost personal / basic goods - salt, vitamins, etc.
Low risk - batteries
Personalized / customized product - carpenter
Credentials , recommendations , and price
Catalog products - PC according to specs
Protected by standards or industry benchmarks
The lower the risk and the higher the gain, the greater the inclination towards a non-brand

Is branding more important on the net?
Yes! e-Branding is even more important
Web sites: No physical place – Need for the right domain name
The right experience will create a lasting memory
Create a sustainable relationship with the users:
Encourage regular revisits to the site
Send reminders of site updates and new offerings

The online / offline brand relationships
The brand relationship between the physical & virtual worlds is becoming more important
The Gap offers its customers the best of both worlds
The site offers a larger inventory
The stores offer the ability to try items on , local discounts , and personal interaction with sales persons
Branding is the leading differentiation strategy for creating exceptional shopping experiences both online & offline

Leveraging marketing & branding within the Internet
SEO
A brand analyst can extract the words (meta tags)
Extract a marketing map and locate potential unexploited/fast growing niches
Social marketing
Gmail - Google created scarcity by giving out Gmail accounts only to a handful of “ Power users "

Leveraging marketing & branding within the Net (Cont.)
Undercover marketing
Buzz marketing, stealth marketing
Subset of guerrilla marketing
Viral marketing and viral advertising
Use pre-existing social networks to produce increases in brand awareness.

Leveraging marketing & branding within the Net (Cont.)
Evangelism marketing
Word of mouth marketing (WOMM): Customers become voluntary advocates of the company.
Affiliate marketing
An affiliate (publisher) is rewarded for every visitor, subscriber , customer, sale, provided through his/her efforts.

Can a brand be too successful?
Xerox
Walkman
Google vs. Googling

Brand maturity
Qualities that attract us in the beginning might repel us later on
As brand begins to mature, customary to change messages less rapidly
Not only does the brand age, but the target audience also ages
Nike suffered a decline in brand success: young people prefer to wear different brands than their parents

E-Branding in Netica
Focus on User Experience – Strong logical design team
Top to bottom software design: Design the database according to the UX needs
Client-side expertise (we started using AJAX in 2,000)
Offering a product branding edge to our high-tech clients
Web 2.0 for all – Our ready-made UGC platforms adjustable to clients needs

What is the Netica PowerPack ™
Synergetic approach to the creation of a new technology product
Working with the 3 layers together :
Technology layer
GUI layer
Brand layer

Why do we need the PowerPack ™
The brand and the product become one
The most important marketing interface that Microsoft has today to its customers is Windows and Office, but they hardly use it
We need to ask ourselves:
Is the product brand experience good enough ?
Will it market our next product?
What would Google do?

E-Branding Case studies: Strategic advantages through strong Web brands
Google – creating an alternative to desktop – disconnecting PC users from Microsoft
Amazon – more than books – from books to online global retail
Yahoo/MSN – one pass – deepening the reach and adding barriers to newcomers

Q&A
Thank you.
Boaz Rossano
[email_address]
Boaz.Cafe.TheMarker.Com
TheNet.Cafe.TheMarker.com

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E-Branding - Branding For The Web Age by Netica

by boazrossano on Jun 16, 2007

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E-Branding - Branding For The Web Age by Netica — Presentation Transcript