Building Internet Brands  Brand Equity and Brand Image  Creating a Strong Brand on the Internet

What is a Brand?  Name, term, sign, symbol or design intended to identify the goods and services of one seller or group of sellers  Used to differentiate from the competition.

Types of Brands  Online Yahoo Ebay Monster.com  Offline Disney Gap UPS Xerox

Other Distinctions of Brands  Business to Business Cisco Boeing  Business to Consumer American Airlines CDNOW

Brand Equity and Brand Image  The strength of a brand measured by brand equity. Financial Asset Competitive Advantage  Marketing Aspect Brand Awareness  Brand Recognition  Recall Brand Image

Lunarpages Case Study : An Overview  What is Lunarpages?  In 2003, Lunarpages wanted to redesign their website to increase customer conversion rates and create a strong brand  So, they contacted the Ceonex company

Lunarpages Case Study: The Challenge  Ceonex noticed several significant problems with Lunarpages’ old site that needed to be solved Lack of strong and memorable brand Unprofessional image Lack of depth

Lunarpages Case Study: Solution Ceonex’s primary mission was to create a definitive brand identity to bring distinction and value to what Lunarpages could offer Powerful core theme Appropriate colors, images, and logo Comprehensive company branding

Lunarpages Case Study: Results  The creation of a definitive brand and professional image has resulted in significant business benefits for Lunarpages Customer base more than tripled in 15 months Customer conversion rate doubled Consistent 15% monthly revenue increase Overall 25% decrease in customer turnover

Creating a Strong Brand on the Internet  Awareness Acquaintance with brand Ability to recognize and recall  Familiarity Knowledge of product, features, and services offered  Positive Imagery Done by marketing programs Favorable brand association  Completed Transaction Beginning of relationship Brand Building

Building Strong Imagery on the Web  Gillette Venus Gillette Venus  BMW Films BMW Films

Internet Tools  Personalization Tools Customer Database Customer Control  Collaborative Tools  Purchase-process streamlining tools Stored personal information Avoid filling out forms  Self-service tools My Account page Personalized services  Do-it-yourself product design tools  Dynamic-pricing tools

Amazon.com – Personalization Tools  Customer database –Amazon has info about customers Knows your name when you sign on Can reach you by & “snail mail  Customer control – customers can influence content on Amazon.com “Improve your Recommendations” capability Customization of your own page

Amazon.com – Collaborative Tools  Customer-supplies book reviews & ratings  High publicity collaborations Amazon & Doonsbury comic artist teamed up in 1998 Visitors to the site got to complete the unfinished comic

Amazon.com – Purchase process streamlining tools  1-click payment system Stores payment information Customers can avoid filling out forms each time they make a purchase on Amazon.com  Wish list Stores the products you want to buy for another visit

Amazon.com – Self Service Tools  My account page  Offers customer-specific services Order tracking  When was your order shipped?  Arrival estimate Ability to change personal information

Dell.com – Do-it-yourself Product Design Tools  The ability to design your computer to your exact specifications Choose monitor size, processor, operating system, media enhancements, warranty, memory, etc.

Amazon.com Dynamic Pricing Tools  Shipping costs are varied depending on where they live. Outside the U.S. usually costs more to ship  Auction sites like Amazon’s auction pages and eBay a good example of dynamic pricing.

Stuart Weitzman Case Study  Problem SW Needs Help with Their E-Commerce Site  Strategies Improve Navigation Simplify Customer Login Procedures Enhance Branding & E-marketing Efforts

Stuart Weitzman Case Study  Results SW has Attracted 200 New Preferred Shoppers to their Web Site Increased Sales & Exposure by Building Site Loyalty & Recognition through targeted ings Improved Navigation to Allow Customers to Place Orders with Ease

5 Strategies For Effective Online Branding WorkZ.com By Joe LePla  Be True to Your Brand  Be Relevant and Engaging  Provide Branded Interactive Value  Brand Relevant Content  Enhancement of On-Site Brand

Conclusion  Creating a strong brand provides competitive advantage  A strong brand creates lasting value