Building Internet Brands

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Building Internet Brands

• Brand Equity and Brand Image
• Creating a Strong Brand on the
• Internet

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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.

3
Types of Brands

• Online
• Yahoo
• Ebay
• Monster.com

• Offline
• Disney
• Gap
• UPS
• Xerox

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Other Distinctions of Brands

• Business to Business
• Cisco
• Boeing

• Business to Consumer
• American Airlines
• CDNOW

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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

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Lunarpages Case StudyAn 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

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Lunarpages Case StudyThe 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

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Lunarpages Case StudySolution

• Ceonexs 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

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Lunarpages Case StudyResults

• 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

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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

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Building Strong Imagery on the Web

• Gillette Venus
• BMW Films

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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

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Amazon.com Personalization Tools

• Customer database Amazon has info about
  customers
• Knows your name when you sign on
• Can reach you by e-mail snail mail
• Customer control customers can influence
  content on Amazon.com
• Improve your Recommendations capability
• Customization of your own page

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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

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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

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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

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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.

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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 Amazons auction pages and
  eBay a good example of dynamic pricing.

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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

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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 E-mailings
• Improved Navigation to Allow Customers to Place
  Orders with Ease

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5 Strategies For Effective Online
BrandingWorkZ.comBy Joe LePla

• Be True to Your Brand
• Be Relevant and Engaging
• Provide Branded Interactive Value
• Brand Relevant Content
• Enhancement of On-Site Brand

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Conclusion

• Creating a strong brand provides competitive
  advantage
• A strong brand creates lasting value