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A lecture I gave in Bar Ilan University on June 2007 about the basics of e-Branding, its role in the success of Web giants, and how we at Netica, use it to perform our services to the Israeli ...

A lecture I gave in Bar Ilan University on June 2007 about the basics of e-Branding, its role in the success of Web giants, and how we at Netica, use it to perform our services to the Israeli high-tech industry

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  • very impressive presentation! thank you
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  • Hi,Very nice and interesting presentation.Could you pl share to pavanfico73@gmail.com
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  • Hii really great work. Very nice ppt. Cud u pls share with me @ snnehuu@gmail.com Regards
    Sneha
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  • That's an interesting study and I would like to compare it to the branding of a state
    would you please forward a copy of this presentation. Many thanks, regards
    cohenmarielaure@gmail.com
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  • For all those who'd like to get the actual PPT, for copyrights reasons, I can share only the text but not the actual presentation.
    Sorry,
    Boaz
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E-Branding - Branding For The Web Age by Netica Presentation Transcript

  • 1. e-Branding Branding for the Web Age By Boaz Rossano 15 June 2007, Bar Ilan’s Int’l MBA program © 2007 Netica ltd.
  • 2. 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.
  • 3. 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)
  • 4. 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
  • 5. 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?)
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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)
  • 10. 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
  • 11. 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)
  • 12. 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
  • 13. 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 "
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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 "
  • 19. 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.
  • 20. 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.
  • 21. Can a brand be too successful?
    • Xerox
    • Walkman
    • Google vs. Googling
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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?
  • 26. 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
  • 27. Q&A
    • Thank you.
    • Boaz Rossano
    • [email_address]
    • Boaz.Cafe.TheMarker.Com
    • TheNet.Cafe.TheMarker.com