E Commerce Branding Power Point
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Powerpoint used for oral defense of Master thesis proposal.

Powerpoint used for oral defense of Master thesis proposal.

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  • 1. Najla Slowe BUS 590 - Dr. Gilbert June 22, 2009 On-Line Branding Strategies: How to Develop A Strong Brand Management Strategy For Business-to-Consumer E-commerce? Directed Research Proposal
  • 2.
    • Statement of Problem
      • On-line advertising is fairly new industry, less than fifteen years.
      • Many companies are unsure how to brand their e-commerce business.
    On-Line Branding Strategies Traditional Media Print, Radio, TV NEW MEDIA Internet
    • Significance of the Study
      • Lack of research on strong e-commerce branding strategies.
      • Companies need to learn how to master this new technology.
      • The study will provide effective strategies that businesses can use.
  • 3. Subquestions
      • How to develop a strong brand management strategy for business-to-consumer e-commerce?
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV Research Question
      • Can traditional strategies apply to e-commerce branding strategies?
      • How to encourage repeat visits to e-commerce sites?
      • Can small businesses mimic big brands’ success?
  • 4. Review of Literature
      • The Internet has turned people into savvy customers and power has shifted from businesses to consumers.
      • To build a brand companies must create a personality for the brand, build relationships with target audiences and create a visual image that customers will associate with the brand.
      • Web sites that offer two-way communication are preferred by users.
      • Web sites with interactive features prolong users’ duration on the web site and enhances their moods and attitudes towards the brand.
      • To be successful companies need to update and monitor their web sites frequently.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 5. Review of Literature – continued
      • Social networks have been shown to build strong brands.
      • On-line communities offer companies an opportunity to spread information and get feedback from customers.
      • Sustaining customers and measuring their lifetime value is more important than just attracting large numbers of people to an e-commerce site.
      • Four strategies to e-commerce success: sell to a niche market, have a compelling business model, create a compelling product and improve the purchase experience.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 6. Chapter 3 Can traditional strategies apply to e-commerce branding strategies?
      • The Internet is similar to traditional advertising except it has interactive features.
      • Branding creates an emotional bond between the company and the customer.
      • Digital branding is when marketers use the Internet and on-line culture to deliver messages.
      • As with traditional branding, the main objective is to build trust in that brand’s products or services.
      • Customers purchase from brands that they trust.
      • Trust can be built through providing customers a satisfying experience and maintaining these efforts consistently.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 7. Chapter 3 – continued On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
      • Companies can shape customers’ perceptions so taking an active role in managing their brand is needed.
      • On-line brand campaigns can be executed much faster, six weeks as oppose to 24 weeks with traditional media.
      • Consumers’ perception of the quality of a company’s web site correlates to their trust in the brand.
      • An e-commerce site should contain information from a company’s other marketing campaigns to present a cohesive brand image.
  • 8. Chapter 4 How to encourage repeat visits to e-commerce sites?
      • Adding interactive features to a web site is a great strategy to keep customers coming back.
      • A site that is not too complex or text heavy or that does not have too many graphics attract repeat users.
      • Web sites that allow users to interact with the brand leads to more customer visits.
      • When companies design their web site they should focus on the customer’s needs and not on the advertisers wants. Without customers there would be no advertisers.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 9. Chapter 4 – continued
      • A customer that is directed from a search engine to a company’s site is up to 6x more likely to make a purchase.
      • On-line brand communities foster a bond with a brand through customer relationships.
      • Social network sites offer companies information on trends and products from their users and they provide real-time feedback.
      • Incorporating product placement into games is a strategy that raises brand awareness. Some games reach millions of players so the brand exposure would be profound.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 10. Chapter 5 Can small businesses mimic big brands’ success?
      • Small businesses can mimic big brands success by providing excellent services so that customers will spread the news about the company.
      • Today’s customers want instant gratification. Companies that provide fast results attract customers.
      • Companies can grow their brand by fostering relationships with customers, other companies and the media.
      • Companies can emulate big brand’s success by conducting research and developing new improved products.
      • To expand a brand companies should always give customers more than they expect.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 11. Chapter 5 – continued
      • Businesses with an e-commerce brand should have a global vision; all of the major brands do.
      • Brands should follow big businesses example and ensure the safety of their customers’ information.
      • When customers feel comfortable with a brand they are more willing to perform financial transactions.
      • Big brands realize the importance of fostering a corporate culture where open communication is warranted.
      • Open communication leads to faster product development.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 12. Conclusion
      • The Internet has shifted power from companies to customers.
      • Customers interact with brands that they trust.
      • Companies need to make customers feel comfortable and secure on their e-commerce sites.
      • Web sites should be well designed and not “too” complex.
      • Creating an emotional bond between a company and customer is a way to create a brand loyal customer.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV
  • 13. Conclusion – continued
      • Adding interactive features to an e-commerce site is a great strategy to encourage repeat visits.
      • Small businesses can mimic strategies of big brands to achieve smaller scaled success.
      • Learning customers and providing services that satisfy their needs on a consistent basis in a safe environment will lead to brand success.
      • Strong e-commerce brands specialize in an area and target their product or service to the correct audience.
    On-Line Branding Strategies NEW MEDIA Internet Traditional Media Print, Radio, TV