E Commerce Branding Power Point

Najla SloweBUS 590 - Dr. Gilbert

June 22, 2009

Directed Research Proposal

On-Line Branding Strategies:On-Line Branding Strategies: How to Develop A Strong Brand Management Strategy How to Develop A Strong Brand Management Strategy

For Business-to-Consumer E-commerce?For Business-to-Consumer E-commerce?

Statement of ProblemStatement of Problem

On-line advertising is fairly new industry, less than fifteen On-line advertising is fairly new industry, less than fifteen

years.years.

Many companies are unsure how to brand their e-commerce Many companies are unsure how to brand their e-commerce

business.business.

On-Line Branding Strategies

Traditional MediaPrint, Radio, TV

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Significance of the StudySignificance of the Study

Lack of research on strong e-commerce branding strategies.Lack of research on strong e-commerce branding strategies.

Companies need to learn how to master this new Companies need to learn how to master this new

technology.technology.

The study will provide effective strategies that businesses The study will provide effective strategies that businesses

can use.can use.

SubquestionsSubquestions

How to develop a strong brand management strategy for How to develop a strong brand management strategy for

business-to-consumer e-commerce?business-to-consumer e-commerce?


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Research QuestionResearch Question

Can traditional strategies apply to e-commerce branding Can traditional strategies apply to e-commerce branding

strategies? strategies?

How to encourage repeat visits to e-commerce sites?How to encourage repeat visits to e-commerce sites?

Can small businesses mimic big brands’ success?Can small businesses mimic big brands’ success?

Review of LiteratureReview of Literature

The Internet has turned people into savvy customers and The Internet has turned people into savvy customers and

power has shifted from businesses to consumers.power has shifted from businesses to consumers.

To build a brand companies must create a personality for the To build a brand companies must create a personality for the

brand, build relationships with target audiences and create a brand, build relationships with target audiences and create a

visual image that customers will associate with the brand.visual image that customers will associate with the brand.

Web sites that offer two-way communication are preferred by Web sites that offer two-way communication are preferred by

users.users.

Web sites with interactive features prolong users’ duration on Web sites with interactive features prolong users’ duration on

the web site and enhances their moods and attitudes towards the web site and enhances their moods and attitudes towards

the brand.the brand.

To be successful companies need to update and monitor their To be successful companies need to update and monitor their

web sites frequently.web sites frequently.


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Review of LiteratureReview of Literature – continued

Social networks have been shown to build strong brands.Social networks have been shown to build strong brands.

On-line communities offer companies an opportunity to On-line communities offer companies an opportunity to

spread information and get feedback from customers.spread information and get feedback from customers.

Sustaining customers and measuring their lifetime value is Sustaining customers and measuring their lifetime value is

more important than just attracting large numbers of people more important than just attracting large numbers of people

to an e-commerce site.to an e-commerce site.

Four strategies to e-commerce success: sell to a niche Four strategies to e-commerce success: sell to a niche

market, have a compelling business model, create a market, have a compelling business model, create a

compelling product and improve the purchase experience.compelling product and improve the purchase experience.


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Chapter 3Chapter 3 Can traditional strategies apply to e-commerce branding strategies?Can traditional strategies apply to e-commerce branding strategies?

The Internet is similar to traditional advertising except it has The Internet is similar to traditional advertising except it has

interactive features. interactive features.

Branding creates an emotional bond between the company Branding creates an emotional bond between the company

and the customer. and the customer.

Digital branding is when marketers use the Internet and on-Digital branding is when marketers use the Internet and on-

line culture to deliver messages.line culture to deliver messages.

As with traditional branding, the main objective is to build As with traditional branding, the main objective is to build

trust in that brand’s products or services.trust in that brand’s products or services.

Customers purchase from brands that they trust.Customers purchase from brands that they trust.

Trust can be built through providing customers a satisfying Trust can be built through providing customers a satisfying

experience and maintaining these efforts consistently.experience and maintaining these efforts consistently.


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Chapter 3Chapter 3 – continued


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Companies can shape customers’ perceptions so taking an Companies can shape customers’ perceptions so taking an

active role in managing their brand is needed.active role in managing their brand is needed.

On-line brand campaigns can be executed much faster, six On-line brand campaigns can be executed much faster, six

weeks as oppose to 24 weeks with traditional media.weeks as oppose to 24 weeks with traditional media.

Consumers’ perception of the quality of a company’s web Consumers’ perception of the quality of a company’s web

site correlates to their trust in the brand.site correlates to their trust in the brand.

An e-commerce site should contain information from a An e-commerce site should contain information from a

company’s other marketing campaigns to present a cohesive company’s other marketing campaigns to present a cohesive

brand image.brand image.

Chapter 4Chapter 4 How to encourage repeat visits to e-commerce sites?How to encourage repeat visits to e-commerce sites?

Adding interactive features to a web site is a great strategy Adding interactive features to a web site is a great strategy

to keep customers coming back.to keep customers coming back.

A site that is not too complex or text heavy or that does not A site that is not too complex or text heavy or that does not

have too many graphics attract repeat users.have too many graphics attract repeat users.

Web sites that allow users to interact with the brand leads to Web sites that allow users to interact with the brand leads to

more customer visits.more customer visits.

When companies design their web site they should focus on When companies design their web site they should focus on

the customer’s needs and not on the advertisers wants. the customer’s needs and not on the advertisers wants.

Without customers there would be no advertisers.Without customers there would be no advertisers.


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Chapter 4 Chapter 4 – continued

A customer that is directed from a search engine to a A customer that is directed from a search engine to a

company’s site is up to 6x more likely to make a purchase.company’s site is up to 6x more likely to make a purchase.

On-line brand communities foster a bond with a brand On-line brand communities foster a bond with a brand

through customer relationships.through customer relationships.

Social network sites offer companies information on trends Social network sites offer companies information on trends

and products from their users and they provide real-time and products from their users and they provide real-time

feedback.feedback.

Incorporating product placement into games is a strategy Incorporating product placement into games is a strategy

that raises brand awareness. Some games reach millions of that raises brand awareness. Some games reach millions of

players so the brand exposure would be profound.players so the brand exposure would be profound.


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Chapter 5Chapter 5Can small businesses mimic big brands’ success?Can small businesses mimic big brands’ success?

Small businesses can mimic big brands success by Small businesses can mimic big brands success by

providing excellent services so that customers will spread providing excellent services so that customers will spread

the news about the company.the news about the company.

Today’s customers want instant gratification. Companies Today’s customers want instant gratification. Companies

that provide fast results attract customers.that provide fast results attract customers.

Companies can grow their brand by fostering relationships Companies can grow their brand by fostering relationships

with customers, other companies and the media.with customers, other companies and the media.

Companies can emulate big brand’s success by conducting Companies can emulate big brand’s success by conducting

research and developing new improved products.research and developing new improved products.

To expand a brand companies should always give To expand a brand companies should always give

customers more than they expect.customers more than they expect.


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Chapter 5 Chapter 5 – continued

Businesses with an e-commerce brand should have a global Businesses with an e-commerce brand should have a global

vision; all of the major brands do.vision; all of the major brands do.

Brands should follow big businesses example and ensure Brands should follow big businesses example and ensure

the safety of their customers’ information. the safety of their customers’ information.

When customers feel comfortable with a brand they are When customers feel comfortable with a brand they are

more willing to perform financial transactions. more willing to perform financial transactions.

Big brands realize the importance of fostering a corporate Big brands realize the importance of fostering a corporate

culture where open communication is warranted.culture where open communication is warranted.

Open communication leads to faster product development.Open communication leads to faster product development.


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ConclusionConclusion

The Internet has shifted power from companies to The Internet has shifted power from companies to

customers.customers.

Customers interact with brands that they trust.Customers interact with brands that they trust.

Companies need to make customers feel comfortable Companies need to make customers feel comfortable

and secure on their e-commerce sites.and secure on their e-commerce sites.

Web sites should be well designed and not “too” Web sites should be well designed and not “too”

complex.complex.

Creating an emotional bond between a company and Creating an emotional bond between a company and

customer is a way to create a brand loyal customer.customer is a way to create a brand loyal customer.


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Conclusion Conclusion – continued

Adding interactive features to an e-commerce site is a great Adding interactive features to an e-commerce site is a great

strategy to encourage repeat visits.strategy to encourage repeat visits.

Small businesses can mimic strategies of big brands to Small businesses can mimic strategies of big brands to

achieve smaller scaled success.achieve smaller scaled success.

Learning customers and providing services that satisfy their Learning customers and providing services that satisfy their

needs on a consistent basis in a safe environment will lead needs on a consistent basis in a safe environment will lead

to brand success.to brand success.

Strong e-commerce brands specialize in an area and target Strong e-commerce brands specialize in an area and target

their product or service to the correct audience.their product or service to the correct audience.


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