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Chapter Nine Case Study Five Not-for-Profit Brand Building
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Organization’s Background Building industry trade organization –specialty materials –very technical –building primary demand (which is?) Image study results Successful implementation issues –avoid channel conflict –understanding membership
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Brand Building Model (High tech environments) –Eight Steps 1) Monitor environment 2)Long term brand communication strategy 3) Role of opinion leaders 4) Brand the organization not product/svs. 5) Visual image 6) Branding strategies for all customer contact points
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7) Strategic alliances 8) Internet presence consistent Stakeholders –blurring in not-for-profit trade organizations –customers are investors –suppliers are customers –initial focus on potential members and governmental agencies
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E-Business Marketing Goals E-Commerce –dissemination of information regulatory technical CRM –brand/image stands for something ERP –Lower cost of doing business (!) BI –monitoring the environment (frequently)
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Value Bubble Site needs work –Strategies and implementation differences Attract –online experiences (think do feel) Engage –information and networking with membership Retain –trade shows/conferences, seminars
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Learning –registration Relating –seminars based on info requests Example site –www.marketingpower.com –formally AMA
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