1. Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH Phone: (800)

2. Part Two: Chapter Six Online Branding
“There must be – and is – life beyond the 30-second spot(現場、廣告插播). We must accept the fact that there is no mass media anymore, and leverage more targeted approaches.”
Jim Stengel, Chief Marketing Officer, Procter & Gamble

3. Shifting Landscape of Branding
Threats to traditional advertising include shrinking audiences, rising costs and competing technologies

4. 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

5. 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

6. ☆☆ Building Brands Online
Web spending, especially for keyword search, is expanding
Content and development central to online branding efforts
Improved multi-media technology increases web ad effectiveness

7. Building Brands Online Aggregate U. S
Building Brands Online Aggregate U.S. Advertising and Online Advertising

8. Advertising market in 2014
(see page 12, 13, 20)
Note: as of 3/7/2016, 2015 full data is not yet available

9. Evaluating Online Effectiveness
Four stages of establishing customer-based brand equity

10. Evaluating Online Effectiveness
Four stages of establishing customer-based brand equity
Establishing the right identity

11. Evaluating Online Effectiveness
Four stages of establishing customer-based brand equity
Establishing the right identity
Creating appropriate brand meaning

12. Evaluating Online Effectiveness
Four stages of establishing customer-based brand equity
Establishing the right identity
Creating appropriate brand meaning
Eliciting the right brand responses

13. * Evaluating Online Effectiveness
Four stages of establishing customer-based brand equity
Establishing the right identity
Creating appropriate brand meaning
Eliciting the right brand responses
Forging appropriate customer brand relationships

14. Evaluating Online Effectiveness
類同點與
類異點
Source: Kevin Lane Keller

15. Branding by Domain Name
Reinforce branding
Build traffic
Anticipate consumer behavior and mistakes
Memorability matters
Simplicity counts

16. Branding by Domain Name
Alternate names should help drive traffic to main site
SOURCE: Bloomberg News/Landov

17. The Challenge of Multiple Brands
Multi-brand companies must determine whether each brand stands alone or is linked by the common firm

18. 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

19. 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

20. 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

21. Enhancing Brand Meaning
Online images and content reinforce brand personality and imagery

22. Enhancing Brand Meaning
Online images and content reinforce brand personality and imagery
Digital content transforms a brand into an authority

23. 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

24. ☆ 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

25. ☆ Enhancing Brand Responses
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
Online responses offer a swift, and lasting, response to brand crises

26. Enhancing Brand Responses
In Apple Computer’s “Switch” campaign, TV ads and billboards steer users to the Web

27. Forging Brand Relationships
Online content can deepen consumer attachment to a specific brand

28. 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

29. 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

30. Forging Brand Relationships
Brands as socially negotiated constructs