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Chapter 6 online branding
Traditional branding media like television face challenges as audience and costs rise. This creates an opportunity for brands to build their online presence. Effective brand strategy establishes identity, enhances meaning, and reinforces the right responses to forge customer relationships and loyalty. Online branding can connect strategy to presence by defining identity, enhancing meaning, and forging relationships.
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Similar to Chapter 6 online branding
Chapter 6 online branding
- 1. INTERNET MARKETING &E-COMMERCE How brand strategy shapes the brand’s online presence
- 2. Overview • Challenges totraditional Branding Media • Brands and Online Brand Building The branding business Customer-based brand equity Online implications of the brand equity framework.
- 4. Challenges to TraditionalBranding Media Major networks face a shrinking audience
- 5. Challenges to TraditionalBranding Media Programming costs continue to rise
- 6. Challenges to TraditionalBranding Media Television is losing audience
- 7. Challenges to TraditionalBranding Media Chaos Scenario “A rapid decline in mass media effectiveness prior to the creation of an effective alternative marketing vehicle.
- 8. Challenges to TraditionalBranding Media This perception is changing Companies that dominates the advertising world
- 9. Challenges to TraditionalBranding Media This perception is changing Innovative campaigns
- 10. Challenges to TraditionalBranding Media This perception is changing Offbeat campaigns
- 11. Challenges to TraditionalBranding Media This perception is changing Companies unable to afford mass media branding
- 12. The BrandingBusiness Connecting Branding Strategy to Online Presence
- 13. Brands and OnlineBrand Building THE BRANDING BUSINESS The Value of a Strong Brand Building strong brands, differentiating them, and maintaining them are critical marketing functions.
- 14. Brands and OnlineBrand Building THE BRANDING BUSINESS The Value of a Strong Brand Building strong brands, differentiating them, and maintaining them are critical marketing functions.
- 15. Brands and OnlineBrand Building THE BRANDING BUSINESS The Value of a Strong Brand The availability of a strong brand
- 16. Brands and OnlineBrand Building THE BRANDING BUSINESS Branding and Advertising Services Almost all major corporation rely on external ad agencies to manage their branding and advertising creation.
- 17. Brands and OnlineBrand Building THE BRANDING BUSINESS Branding and Advertising Services The Internet is having an impact on the balance between in-house and outsourced activities.
- 18. Brands and OnlineBrand Building CONNECTING BRANDING STRATEGY TO ONLINE PRESENCE RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING & DIFFERENCE WHAT ARE YOU? PERFORMANCE IMAGERY DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 19. Brands and OnlineBrand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS Establish Proper MEANING Brand Identity POINTS-OF-PARITY & DIFFERENCE WHAT ARE YOU? PERFORMANCE IMAGERY DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 20. Brands and OnlineBrand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE Enhance Brand Meaning POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING & DIFFERENCE WHAT ARE YOU? PERFORMANCE IMAGERY DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 21. Brands and OnlineBrand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING WHAT ARE YOU? PERFORMANCE IMAGERY Reinforce Right & DIFFERENCE Brand Responses DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 22. Brands and OnlineBrand Building ONLINE BRAND PRESENCE AND ENHANCEMENT RELATIONSHIPS INTENSE, ACTIVE LOYALTY WHAT ABOUT YOU & ME? RESONANCE POSITIVE, RESPONSE ACCESSIBLE WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS POINTS-OF-PARITY MEANING WHAT ARE YOU? PERFORMANCE IMAGERY Forge Brand & DIFFERENCE Relationships DEEP, BROAD IDENTITY SALIENCE BRAND AWRENESS WHOARE YOU?
- 23. Summary • Challenges totraditional Branding Media • Brands and Online Brand Building The branding business Customer-based brand equity Online implications of the brand equity framework.
- 25. INTERNET MARKETING &E-COMMERCE How brand strategy shapes the brand’s online presence