Part Two: Chapter Six Online Branding

1. Internet Marketing & e-CommerceWard HansonKirthi KalyanamRequests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENTTHOMSON BUSINESS and ECONOMICS5109 Natorp BoulevardMason, OH 45040Phone: (800) 423-0563

2. Part Two: Chapter SixOnline Branding “There must be – and is – life beyond the 30-second spot. 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 ad effectiveness

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

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

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

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

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

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 • Forging appropriate customer brand relationships

13. Evaluating Online Effectiveness Source: Kevin Lane Keller

14. Establish Proper Brand Identity • Reinforce brand salience • Brand has both breadth and depth of brand awareness • Exposure to web advertising • Brand Identity and Brand name • Reinforce branding • Build Traffic • Anticipate consumer behavior and mistakes • Defining Domain Names • Memorabilitymatters • Provide several ways to get to an address • Simplicity counts

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

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

17. 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

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 • A house of brands emphasizes product-specific marketing with few ties to other company brands

19. The Challenge of Multiple Brands

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

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

22. 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

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 • Online responses offer a swift, and lasting, response to brand crises

24. Enhancing Brand Meaning • 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

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

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

27. 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

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 • Brand communities place special emphasis on a brand or product and are powerful purchasers

29. Forging Brand Relationships Brands as socially negotiated constructs