Online Branding
Online Branding
As traditional advertising is threatened by shrinking audiences, rising costs and new blocking mechanisms, advertisers are looking to the Internet to find an effective alternative. The web is not a perfect solution, and its voluntary nature poses particular challenges for brand managers. But as the technology landscape shifts, companies are increasingly moving online to promote and enhance their brands.
• Recognize that effective branding strategies integrate online activities and traditional advertising.
• key advantages of online branding strategies for building a company’s web traffic and reinforcing brand salience.
• domain name selection and use contribute to a successful branding strategy.
• Appreciate the distinctions, and different marketing demands, of companies with multiple brands.
• Be conversant in how the flexibility and low-cost of online media can improve brand image, performance and crisis management.
• Understand how online content can deepen a consumer’s brand relationship and help foster brand communities.
I Understanding the Modern Business of Branding
Challenges to traditional advertising raise concerns about the “chaos scenario”
• Rapid decline in media effectiveness with no alternative vehicle
• New technologies do not automatically solve the problem
Integrating new media is integral to the value of a strong brand
• Customer-based brand equity improves marketing efficiency
• Online spending, especially for keyword search, is expanding
• Web content and development central to online branding efforts
• Improved multi-media technology increases effectiveness of online advertising and branding
• Shifts in specialization and outsourced branding activities
Linking branding strategy to online tactics
• Part art, part science: the difficulty of measuring a campaign’s effect
• Four key stages for establishing customer-based brand equity
Establishing the right identity
Creating
As traditional advertising is threatened by shrinking audiences, rising costs and new blocking mechanisms, advertisers are looking to the Internet to find an effective alternative. The web is not a perfect solution, and its voluntary nature poses particular challenges for brand managers. But as the technology landscape shifts, companies are increasingly moving online to promote and enhance their brands.
• Recognize that effective branding strategies integrate online activities and traditional advertising.
• key advantages of online branding strategies for building a company’s web traffic and reinforcing brand salience.
• domain name selection and use contribute to a successful branding strategy.
• Appreciate the distinctions, and different marketing demands, of companies with multiple brands.
• Be conversant in how the flexibility and low-cost of online media can improve brand image, performance and crisis management.
• Understand how online content can deepen a consumer’s brand relationship and help foster brand communities.
I Understanding the Modern Business of Branding
Challenges to traditional advertising raise concerns about the “chaos scenario”
• Rapid decline in media effectiveness with no alternative vehicle
• New technologies do not automatically solve the problem
Integrating new media is integral to the value of a strong brand
• Customer-based brand equity improves marketing efficiency
• Online spending, especially for keyword search, is expanding
• Web content and development central to online branding efforts
• Improved multi-media technology increases effectiveness of online advertising and branding
• Shifts in specialization and outsourced branding activities
Linking branding strategy to online tactics
• Part art, part science: the difficulty of measuring a campaign’s effect
• Four key stages for establishing customer-based brand equity
Establishing the right identity
Creating