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E-Branding - Branding For The Web Age by Netica
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E-Branding - Branding For The Web Age by Netica


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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

Published in: Business, Technology

  • very impressive presentation! thank you
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  • Hi,Very nice and interesting presentation.Could you pl share to
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  • Hii really great work. Very nice ppt. Cud u pls share with me @ Regards
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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
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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.
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  • 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