09.e branding

THARAKA DIASDirector – Essence BTC

MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

“E-branding” refers to the sum total of a company`s values, attitudes, vision, mission, personality and appearance that is projected to the audience online.

-electronicbranding.blogspot.in.

Tharaka Dias - AOT 2

E-Branding is the next wave of development online.

Brand is how you market yourself to others. E-Brand is a digital representation of yourself

online. Brand is who you are and what you stand for.


Direct Relationship between Customer and Brand owner’s

Helps in better sales & Brand loyalty To strengthen To deliver


Easy to survive among competitors. Helps to build familiarity and loyalty from

consumers. Convenient to gain reputation amongst

customers. Becomes the digital asset for a company.


Easy to expand customer relationship.

Helps to be a part of the grand global internet community of the 21st century.

Result in higher sales of not only one product, but other products associated with brand.


-If used skillfully, social media is the best medium through which we can interact with our customers. -People use social media for our business.

http://networkingstar.com/wp-content/uploads/2011/03/social-media.jpgTharaka Dias - AOT 9

How quickly website loads.How easy it is to navigate and

understand website. How easily they contact you. How effective are e-letters.Where else they found website

links, etc.


brand value can get into consumer's perception

Listening consumer inside

long term commitment to build a strong brand

Increasing new consumer via WOM

Directly communicate with consumer without any social platform

Hold on a huge of loyalty consumers

Brands' expectation


What’s an Online Brand Community?


Get inform about new products for purchasing and recommendations

Give you insights and new ideas to develop your business

Identify the most active brand lovers to turn them into evangelists

Make sure they criticize your brand /product where you can easily monitor and contact them

Control the development of a bad buzz(Crisis management) due to brand detractors and trolls .


LearningNetworking Sharing Experiences Job OpportunitiesFree GiveawaysSolutions to ProblemsMeeting Experts


Realizing your platform. Don’t leave your technical team alone at this

Step. Don’t leave your valuing concept uselessly.

PLATFORM DEVELOPMENT


While your technical team developing the platform, you got jobs to do with very first

members before the community platform being established.

INCEPTION


After a long road, now you have a … baby community.

Everything seems just started.This is the first step

ESTABLISHMENT


From junior to senior community• You also need to worry about the return on

investment here.

MATURITY


Community platform with

exclusive content and interesting

activities


Create a website Place ads onlineUsing e-mailSetting up or participating in online

social network


Product Pricing Place Promotion Display ads CPI/CPM – Cost per impression/cost per

mille CPC – Cost per click CPL – Cost per Lead (25% of clicks) CPA – Cost per acquisition


Integration of the online and offline brand experience

User friendly site Interactive chats Lively online communities Domain names – e.x

www.google.co.uk/www.google.co.in Brand spiraling – using traditional media to

promote online website Mobile marketing Location based mobile – Bluetooth technology

use to communicate in side stores. (sony/McDonalds)


http://www.google.co.uk/www.google.co.in

Brand spiraling – using the traditional media to promote and attract consumers to an online website is called as brand spiraling

Cannibalization- the decrease in demand for an existing product due to the introduction of a new product by the same manufacturer

Display ads – online ads that contain text, logo, photography etc.


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09.e branding

Marketing

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