...L ON THE INTERNET A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF A MASTERS IN BUSINESS ADMINISTRATION (MBA) AT THE UNIVERSITY OF CAMBRIDGE ROBIN S. CLELAND SEPTEMBER 2000 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CONTENTS SUBJECT PAGE CHAPTER 1 1.1 1.2 1.3 1.4 Overview Objectives Methodology Structure INTRODUCTION 6 7 9 9 11 CHAPTER 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 THE NATURE OF BRANDS 12 13 13 14 15 16 18 19 20 22 22 23 2.9 Introduction What is a Brand? The Layers of a Brand Product and Service Brands Branding & the Buying Process The Importance of Customer Satisfaction and Loyalty Emotional Loyalty The Concept of Brand Equity 2.8.1 The Value of Brands to Customers 2.8.2 The Value of Brands to Companies Conclusion CHAPTER 3 3.1 3.2 3.3 BUILDING BRANDS 24 25 25 26 27 28 30 31 32 32 3.4 3.5 3.6 3.7 Introduction Overview of the Brand-Building Process The Value Proposition 3.3.1 Added Value 3.3.2 Distinctive Brand Identity Developing the Framework and Communicating the Value Proposition Building Customer Relationships Characteristics of Successful Brands Conclusion 1 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CHAPTER 4 4.1 4.2 4.3 4.4 4.5 4.6 THE INTERNET 33 34 34 35 35 39 40 43 Introduction Overview of the Internet 4.2.1 The Defining Characteristics of the Internet The Growth of the Internet The Internet & e-Commerce The Impact of the Internet on Business Conclusion ...
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...BETWEEN INTERNET ADVERTISEMENT AND TV ADVERTISEMENT IN BUILDING STRONG BRANDS" WHAT IS A BRAND? According to Rita Clifton, CEO of Interbrand Newell and Sorrell - a leading specialist brand consultancy firm - a brand is: "A mixture of tangible and intangible attributes, symbolized in a trademark, which, if properly managed, creates influence and generates value" This definition truly captures the essence of a brand, and highlights the importance of brand management. Branding is about creating 'value', both for customers, and for the company. This value stems from the products and services that companies create and bring to the market, but extends further to encompass added values derived from factors such as the brand-customer relationship, the brand's emotional benefits and its self-expressive benefits. Other common descriptions of a brand include - a 'relationship', a 'reputation', a 'set of expectations', and a 'promise'. It is a company's promise to consistently deliver a specific set of features, benefits, and services to customers. Brands are richly endowed entities. They start life as ideas, making their way into planning and strategy documents, yet ultimately reside as consumer perceptions. For some companies, brands are their most valuable asset. The space a brand occupies inside a customer's head can create a 'mental' patent, which grows out of the cumulative memory and the experiences customers have of products or services. As such, brand-building...
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...digital marketing strategy in action. Digital Marketing Strategy › What is marketing? Digital Marketing Strategy › Introduction 2.1 Introduction A strategy indicates the most advantageous direction for an organisation to take over a defined period of time. It also outlines which tactics and means should be used to execute this direction. Originating as a military term, strategy is about using your strengths, as well as the context in which you are operating, to your advantage. In marketing, strategy starts with understanding what the business wants to achieve, or what problem it wants to solve. It then considers the context in which the business and its competitors operates, and outlines key ways in which the business and brand can gain advantage and add value. In this chapter, you will learn: • How to define and distinguish business strategy, marketing strategy and digital strategy • The questions that need to be asked when assembling a digital marketing strategy 2.2 Key terms and concepts Term Definition Application programming interface (API) A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and facilitates their communication, similar to the way in which a user interface facilitates communication between humans and computers. APIs are often used by third-party developers to create applications for social media websites...
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...Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company -- Case Company: VANCL Business Economics and Tourism 2012 2 ACKNOWLEDGEMENTS I would like to express sincere thanks to my supervisor Ms. Åsa Lillhannus, who encouraged me to write thesis on this topic and always welcomed my opinions. Furthermore, she used her professional knowledge to provide good suggestions for my study. I also want to give thanks to Cao Wen and He Mengdi who help me to conduct and test the questionnaires. Thanks to Qin Ziyin who always discussed with me the research and gave her advice. I want to thank all my friends who support me during the whole writing process. Most importantly, THANKS TO MY PARENTS! Vaasa, Finland 05.06.2012 Zhang Yu 3 VAASAN AMMATTIKORKEAKOULU UNIVERSITY OF APPLIED SCIENCES International Business ABSTRACT Author Title Zhang Yu Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company. Case Company: VANCL 2012 English 88 + 9 Appendices Åsa Lillhannus Year Language Pages Name of Supervisor The objective of this research was to study the short-term process of building customer-based brand equity in the on-line shopping industry and provide managerial suggestions for Vancl to improve its customer-based brand equity. In order to achieve the main aim, the following sub research problems based on theoretical study were separately set. First, how do audiences feel about Vancl’s brand elements? Second, what...
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...execution (- would your plan work?) 4. Presentation of your work in clear, compelling and relevant documents The Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN - The IMC plan focuses on what we traditionally refer to as the Promotion P., and what we are now viewing as Communicating the Value. Select a brand that you feel passionate about - you are going to live with it for the next 2 months. You might select a brand that you can see has an obvious problem that can be helped by an IMC - for example the brand may be organic but...
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...The High Benefits Internet Marketing Framework through Customer Experienc Nai-Wen Kuo1 1 An-Yi Liu1 Graduate Institute of Information Management, Chinese Culture University (Eric and Ferry,2001 Riyad and Myfanwy, 2002 Roger, James and Ghada,2003 Kuo and Liu,2005 ) 1 Global reach The Internet helps business reach the whole world. 2 Real-time access The Web makes it possible for customers to interact immediately. 3 Information density The technology reduces information costs and raises quality. 4 Richness Multimedia and information can become vivid. Abstract This paper is intended to integrate Internet Marketing, Customer Experience, E-brand and Integrated Marketing Communications to develop a high benefits Internet Marketing Framework. This framework not only can combine marketing resources effectively, let enterprises obtain the greatest benefits; it also provides total consumer experience and increase customer satisfaction. On the other hand, this making a more successful customer relationship management and customer experience on internet marketing can be achieved. Furthermore, we make the application of internet marketing will be more extensive and convenient. Keywords: Internet Marketing, Customer Experience, E-brand, Integrated Marketing Communications. 3. Integrated Marketing Communications ntegrated Marketing Communications (IMC) is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer’s...
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...1.1 Introduction This chapter outlines the background of this study that offers an insight on the Facebook phenomenon and how they are used by brands as one of their main marketing channel especially by food and beverage companies. It also describes on how it changes the way we communicate with one another and how it can have an impact on brands. The chapter further presents the problem statement of the study, research objectives, research questions and the significance of study. 1.2 Background of study As the world is moving in a faster pace, rapid changes have occurred in the way we live. The evolution of current internet had made our lives more interesting and convenient. Social media has been brought to a whole new level with the advents of social media on the new Web 2.0 where the Internet has gone social. The social media has transformed online monologues into engaging dialogues by redefining how people connect and communicate with other people as well as brands and businesses. This communication platform has now become imperative in being a part of the lives of the modern society by opening the door of endless possibilities of how information is being shared and exchanged. The social media as we know today encompasses all the social networking sites which include the top major players of the industry which is Facebook, Twitter, YouTube and LinkedIn. One such social networking site that grows in an instant rate is Facebook. In short, social media is the social software...
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...INTRODUCTION This report explains the benefits of Internet Marketing through social media, advertising through search engines, email and even mobile to name a few. I aim to prove that Internet Marketing can enhance our company’s maximum exposure by its cost efficiency, reliability, personalization, and most importantly, the building relationships it can provide with customers. This introduction describes the project purpose, scope of our study, and format for this report. PROJECT PURPOSE The magnitude of Internet Marketing can not only enhance our company exposure tremendously but through the benefits of social media and online advertising, we as a company, can grow to even newer heights. All of our advertising will remain legal, honest, decent, and that which will respect the cultural differences and all ethical issues respectfully. SCOPE OF STUDY The purpose of this report is to determine whether online advertising could increase our company’s exposure on a broader scale but prove that the return on our investment will benefit our company in the long run. Through our extensive Internet Market Analysis we review the following: • Behavioral Targeting • Consumer Protection • Cost Structure • Brand Recognition REPORT FORMAT This report contains three main sections: 1. Building a Company Website 2. Legal Boundaries of Online Advertising 3. Benefits of Online Advertising and Social Media INTERNET MARKETING ANALYSIS A website will not only give our company credibility...
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...Journal of Marketing Communications Vol. 15, Nos. 2 – 3, April– July 2009, 139–155 Building strong brands in a modern marketing communications environment Kevin Lane Keller* E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, NH 03755, USA To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed. Keywords: customer-based brand equity; brand resonance; brand building; integrated marketing communications; interactive marketing communications Introduction The marketing communications environment has changed enormously from what it was 50, 30 or perhaps even as few as 10 years ago. Technology and the Internet are fundamentally changing the way the world interacts and communicates. At the same time, branding has become a key marketing priority for most companies...
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...CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising and online activities in building brand equity. The findings...
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...INTERNET`S ENTRY INTO THE ADVERTISING WORLD HAVING captured one bastion after another, the communication revolution is now all set to change the way people do business. It’s amazing how the business environment has changed dramatically in the last two decades. Who could have imagined the world would become such a small and dynamic marketplace where one can transact Business or receive information with little or no human interface? Who could have imagined that a seller’s market would soon become a well-informed buyer’s market? Who would have expected such tremendous pressure on manufacturers and suppliers to optionally balance costs, quality, price and time, and remain competitive at the same time? The world has moved from an industrial to a service economy, and now to a knowledge economy. In today’s context, information technology and business processes have a truly recursive relationship– with strategy and processes being driven more by the new possibilities that the Internet opens up on a regular basis. Online advertising in Indian Scenario The share of India's online advertising in world pie is almost negligible. But developing countries like India; where Internet users are growing very rapidly, it has huge potential. Indian companies are also showing keen interest in promoting their products or services online. Currently finance sector is most dominating sector in online advertising and accounted about 40% of total online advertising in India. Some of the leading...
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...Role of Social Media in Building Fashion Brand in Thailand Name Instructor Course Institution Date Role of Social Media in Building Fashion Brand in Thailand Social Media Social media are tools that permit the creation, sharing, or the exchange of information, career interests, concepts, and multimedia images and videos in online networking and communication sites. Social media is reliant on mobile and web-based technologies that create an interactive social platform that enables individuals, groups and organizations to share, converse and revise on the different contents available by the users. Social media appear in different forums such as blogging, business networking, social networking and video sharing. Social media sites have certain characteristics that make it suitable for business and brand marketing. One of the characters of social media sites that most businesspeople look forward to is virality common in most sites. Most social media sites have the reshape feature such as the retweet button in Twitter, pin in Pinterest and reblog in Tumblr. This is an important tool in marketing products since viral marketing may lead to the reaching of the post to a large population of social media users who may spread it to other important sites. Another form is the use of mobile social media. Mobile social media is a growing forum in the current generation. Mobile social media is a combination of mobile devices and social media. This includes the inclusion of...
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...the potential consumers to purchase a particular brand of product. Advertising is principally a tool of brand competition and it is a brand competition that puts consumers in charge and renders businesses entirely vulnerable to the consumer’s preferences. Thus to stand in the competition, the upsurge of celebrities endorsing brands has been steadily increasing over the past few decades. Marketers acknowledge the power of celebrity in influencing consumer’s purchase decision. Millions of dollars are spent as the celebrity endorsement can bestow unique features upon a product that it may have lacked otherwise. Not lacking behind, Soft Drink companies are also advertising their product through various media and spending millions of dollars on celebrities to endorse their product. Around 35% of the total cost is spent by the Soft Drink Company especially in Advertising. Various Movie Actors and Sports Players are hired to endorse the Soft drink Brand. Therefore, I took this opportunity to study the Impact of Advertisement on Brand Preferences towards Soft Drinks. This research is a Descriptive Research where Primary data was collected from 80 respondents by using a questionnaire through Convenience Sampling and Secondary data was collected from Internet and Research papers. The Data collected was analyzed via using SPSS 16 Software. The major findings of the report are that the Advertisement has a severe impact on the brand preference towards Soft Drinks. Television is the...
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...Hong Kong is positioning itself as the gateway to China and as Asia's world city. The Hong Kong SAR government's (HKSARG) program Brand Hong Kong (BrandHK) uses the brandline "Hong Kong: Asia's world city." HKSARG has spent around U.S. $1.2 million of taxpayers' money on the branding program and it is important to measure its effectiveness. However, the public is somewhat confused about the messages displayed and the distinction from previous campaigns run by the Hong Kong Tourism Board (HKTB). HKSARG believes it should build up resources and expertise to correct public confusion about BrandHK. The primary task is planned to create awareness of BrandHK, both locally and internationally. A city brand is the combination of its vision, values, attributes (unique characteristics), and competitive positioning which is rather complicated. Therefore, in addition to the reason of little brand awareness, confusion on the brand image and message may be due to low relevance, vagueness and inconsistency of the message to the target audiences. Therefore, to utilize the resources effectively, HKSARG should study if BrandHK has clear and distinctive positioning that creates value to the public, and if the message delivered in a consistent way among different parties, before promoting the brand extensively among the public to increase awareness. When HKSARG formulated the positioning, core values and attributes of BrandHK, extensive research on perceptions of Hong Kong locally and aboard...
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...Marketing Cisco Brand Columbia Southern University Unit I Marketing Cisco Brand Two questions are asked about Cisco, first how is building a brand in a business-to-business context different from doing so in the consumer market, and is Cisco’s plan to reach out to consumers a viable one? Why or Why not? In order to answer these questions about the company let’s start off with a little about the company. The company was founded in 1984 by a married couple who at Stanford University in the computer operations department. In 1990 when the couple sold the company and went public the married couple left the company. Shortly after the company went public the couple left the company due to conflicting interest with the new CEO and president. When evaluating if Cisco’s plan to reach out to consumers a viable by building a brand in a business-to-business context different from doing so in the consumer market clearly shows in its plan how viable the plan is. The backbone of the company was the internet, which made the company one of the fastest growing companies in history by earning over one billion to $300 billion between 1991 and 1999. However, years after the company made millions it soon found its brand awareness was at an all-time low. Cisco quickly realized in-order for the company to strive as it once did the company would need to start getting its brand out to other businesses. After developing partnerships with Matsushita, Sony, and US West to co-brand the company’s...
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