Chapter Six Online Branding There must be, and is, life beyond the 30-second spot. We must accept...
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Transcript of Chapter Six Online Branding There must be, and is, life beyond the 30-second spot. We must accept...
Chapter SixOnline Branding
There must be, and is, life beyond the 30-second spot. We must accept the fact that there is no mass media anymore, and leverage more targeted approaches.
~Jim Stengel, CMO of P&G
Shifting Landscape of Branding
• Threats to traditional advertising include shrinking audiences, rising costs and competing technologies
Shifting Landscape of Branding
• Threats to traditional advertising include shrinking audiences, rising costs and competing technologies
• Tivo ad blocking and the Do Not Call registry restrict marketers reach
Shifting Landscape of Branding
• Threats to traditional advertising include shrinking audiences, rising costs and competing technologies
• Tivo ad blocking and the Do Not Call registry restrict marketers reach
• Fears of the chaos scenario: a drop in mass media effectiveness with no equally effective marketing alternative
Power of the Brand
• A strong brand provides…
– Financial Benefits• Price premiums
• Lower retailer “monies”
– Nonfinancial Benefits• Enhances one’s power within the channel
• Provide quality cues for intangible goods to customers during the purchase evaluation stage which influence one’s consideration set and eventual choice
Building a Brand
• Four stages of establishing customer-based brand equity1. Establishing the right identity (including the
selection of domain names)
Branding by Domain Name
• Reinforce branding
• Build traffic
• Anticipate consumer behavior and mistakes
• Memorability matters
• Simplicity counts
Branding by Domain Name
SOURCE: Bloomberg News/Landov
Alternate names should help drive traffic to main site
The Challenge of Multiple Brands
• Multi-brand companies must determine whether each brand stands alone or is linked by the common firm
The Challenge of Multiple Brands
• Multi-brand companies must determine whether each brand stands alone or is linked by the common firm
• A branded house treats all products as an integrated brand
The Challenge of Multiple Brands
• Multi-brand companies must determine whether each brand stands alone or is linked by the common firm
• A branded house treats all products as an integrated brand
• A house of brands emphasizes product-specific marketing with few ties to other company brands
The Challenge of Multiple BrandsBRANDED HOUSE HOUSE OF BRANDS
Branding Advantages Efficient use of resources
Lower cost of product introductions, brand extensions
Focus on key users
Avoids confusion
Dominance in product category
Reduces or minimizes channel conflict
Online Advantages Traffic steered to single page
Authority status of site through shared in-bound links
Easier user tracking
Focused content
Simplified imagery
Better measurement of brand-specific campaigns
Online Challenges Complicates content choice
Potential navigation problems
Difficult to measure advertising effectiveness per individual brand
Hinders cross-selling opportunities
“Content fatigue” reduces likelihood of frequent customer visits
URL Choices Homepage as umbrella
Virgin.com/books
Virgin.com/travel
Separate URLs per brand
www.tide.com
www.pantene.com
Evaluating Online Effectiveness
• Four stages of establishing customer-based brand equity1. Establishing the right identity (including the
selection of domain names)
2. Creating appropriate brand meaning
Creating Brand Meaning
• Online images and content reinforce brand personality and imagery
• Digital content transforms a brand into an authority
Creating Brand Meaning
• Online images and content reinforce brand personality and imagery
• Digital content transforms a brand into an authority– The Stain Detective at Tide.com– Daily pollen counts at Allegra.com
Creating Brand Meaning
• Online images and content reinforce brand personality and imagery
• Digital content transforms a brand into an authority– The Stain Detective at Tide.com– Daily pollen counts at Allegra.com
• Online responses offer a swift, and lasting, response to brand crises
Evaluating Online Effectiveness
• Four stages of establishing customer-based brand equity1. Establishing the right identity (including the
selection of domain names)
2. Creating appropriate brand meaning
3. Reinforcing the right brand response
Reinforcing Brand Response
• Pairing traditional media campaigns with Web advertising helps drive customer response to a brand– Billboards, television have wide reach but
limited information – Internet lacks wide reach but provides deep
content, elaboration, reinforcement– A “handoff” strategy recognizes strengths and
weaknesses of each media type
Reinforcing Brand ResponseIn Apple Computer’s “Switch” campaign, TV ads and billboards steer users to the Web
Evaluating Online Effectiveness
• Four stages of establishing customer-based brand equity1. Establishing the right identity (including the
selection of domain names)
2. Creating appropriate brand meaning
3. Reinforcing the right brand response
4. Forging appropriate customer brand relationships
Forging Brand Relationships
• Online content can deepen consumer attachment to a specific brand
• Legacy drives brand connections and can be highlighted through online and multi-media content
Forging Brand Relationships
• Online content can deepen consumer attachment to a specific brand
• Legacy drives brand connections and can be highlighted through online and multi-media content
• Brand communities place special emphasis on a brand or product and are powerful purchasers