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Internet Marketing & e-Commerce
Ward Hanson
Kirthi Kalyanam
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Part Two: Chapter Six
Online 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, Chief Marketing Officer, Procter & Gamble
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Shifting Landscape of Branding
• Threats to traditional advertising
include shrinking audiences, rising
costs and competing technologies
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Building Brands Online
• Web spending, especially for
keyword search, is expanding
• Content and development central
to online branding efforts
• Improved multi-media technology
increases ad effectiveness
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Building Brands Online
Aggregate U.S. Advertising and Online Advertising
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Evaluating Online Effectiveness
• Four stages of establishing customerbased brand equity
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Evaluating Online Effectiveness
• Four stages of establishing customerbased brand equity
– Establishing the right identity
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Evaluating Online Effectiveness
• Four stages of establishing customerbased brand equity
– Establishing the right identity
– Creating appropriate brand meaning
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Evaluating Online Effectiveness
• Four stages of establishing customerbased brand equity
– Establishing the right identity
– Creating appropriate brand meaning
– Eliciting the right brand responses
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Evaluating Online Effectiveness
• Four stages of establishing customerbased brand equity
– Establishing the right identity
– Creating appropriate brand meaning
– Eliciting the right brand responses
– Forging appropriate customer brand
relationships
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Evaluating Online Effectiveness
Source: Kevin Lane Keller
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Branding by Domain Name
• Reinforce branding
• Build traffic
• Anticipate consumer behavior and
mistakes
• Memorability matters
• Simplicity counts
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Branding by Domain Name
Alternate names should help drive traffic to main site
SOURCE: Bloomberg News/Landov
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
The Challenge of Multiple Brands
• Multi-brand companies must determine
whether each brand stands alone or is
linked by the common firm
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
The Challenge of Multiple Brands
BRANDED 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
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Enhancing Brand Meaning
• Online images and content reinforce
brand personality and imagery
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Enhancing Brand Meaning
• Online images and content reinforce
brand personality and imagery
• Digital content transforms a brand into
an authority
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Enhancing 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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Enhancing 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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Enhancing Brand Meaning
• 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
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Enhancing Brand Meaning
In Apple Computer’s “Switch” campaign, TV
ads and billboards steer users to the Web
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Forging Brand Relationships
• Online content can deepen consumer
attachment to a specific brand
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
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
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation
Forging Brand Relationships
Brands as socially negotiated constructs
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation