MRKT10028_Week3.ppt

MRKT10028 Web Marketing, Fall 2009Week #3Web Sites

MRKT10028 Web Marketing, Fall 2009

MRKT10028 Web Marketing, Fall 2009*BrandingWhat is a brand? Is it An icon or mark (logo) that helps distinguish one product from another.

A specific characteristic or unique quality that distinguishes one product from another.


MRKT10028 Web Marketing, Fall 2009*BrandingThe sum total of all user experiences with a particular product or service, building both reputation and future expectations of benefit.


MRKT10028 Web Marketing, Fall 2009*Is a brand Tangible or intangible? TangibleOne-way or two-way communication?2 WayThe product, service or company or a perception or promise related to it?What do you expect from brands you buy?In-class discussion


MRKT10028 Web Marketing, Fall 2009*Importance of BrandingBrandsIncrease r ecognitionEstablish t rustBuild loyaltyHalf of all consumers consider the brand as one of the top two most important elements when deciding what to buyOther factors include cost, features/characteristics, nostalgia/familiarity from childhood 13% try a new brand because it was recommended to them by someone they trust


MRKT10028 Web Marketing, Fall 2009*Brand LoyaltyStrong brands forge emotional connections with consumersThe more a brand resonates with someone, the more likely they will be to buy it again (be loyal or committed to it)E.g., Mac vs. PC usersAttachment to a brand is based on many factorsOverall benefitValue (vs. price)AccessibilityEmotional connectionChanging any of these can positively or negatively impact the relationship between the customer and the brandPeople talk more about negativeRead the Interview with Mike Hand of The Hershey Company (pg 222-226) for additional insights (case study)


MRKT10028 Web Marketing, Fall 2009*Consumer Relationship LevelsBrand LoyalCommitted to the brand; will go out of their way/pay more to get itBrand PreferenceLike/want one brand more than others but wont go too far out of their way or pay too much for themBrand AwareLike one brand over another and may recommend it but wont go out of their way for itBrand ConsciousDont have a preference for one brand over another; use price and accessibility of products they know as determining factors; generally steer clear of generic products Brand IndifferentBase decisions only on price and convenience; are open to generics


MRKT10028 Web Marketing, Fall 2009*Elements of a BrandPromiseThe ultimate benefit the consumer receives from the productPersonalityAesthetic presentation, or how the product fits you/your lifestyleImageIncludes logos, colours, fonts, taglines/slogans (brand identifiers)Must be consistent across all marketing elementsUnique Selling PropositionWhat makes your product different from your competition (unique)Read the Interview with Tony Meola (pg 242-245) for insights into brand elements in practice (case study)


MRKT10028 Web Marketing, Fall 2009*Offline vs. Web MarketingOffline strategies are (generally)Finite 30 seconds is 30 seconds; 8.5 x 11 is 8.5 x 11 (you can only say so much when restricted in this way); limited opportunity to be dynamicGroup promotional efforts no way to individualize the message or measure who sees it/responds to itThe web is a hybrid marketing mediumMarketers use the web for advertising/promotion of their product (drive traffic to the web site)Marketers can also use the web to sell advertising to others marketersThe web can provide sales and/or service processesProvides increased channels for brand building


MRKT10028 Web Marketing, Fall 2009*Branding on the WebThe web combines promotion with potential sales/servicesIncreases the experience for the consumerMore information provided online than offlineInfinite possibilities for providing information, promoting the brands personality, offering e-sales, social networking opportunities, etc.Richer experience than offline methodsCustomizaton is possible (based on clickstream data, ads can be delivered; upsell/cross sell connections offered, etc.)The reach of the web is far larger than any other medium (exposure!)


MRKT10028 Web Marketing, Fall 2009*Branding on the Web (contd)Not everything you offer on the web has to be directly related to selling your product/serviceMany firms offer information only to build the brand and add value (I.e., Pampers provides mothers-to-be and new moms with advice and incentives) => taps directly into their promise!Build trust => leads to loyaltyEntertainment and social networking leads to added interaction and better brand buildingPlus, forums, etc. give you insight into what your customers think and you can share the good ones to help build the emotional connection


MRKT10028 Web Marketing, Fall 2009*A Final NoteOnline marketing initiatives do not operate outside the overall marketing planThey are part of itIntegration of online and offline strategies is keyBrand loyalty is built through reinforcement in all areasonline and offline marketing initiativesconsistency in product/service features and performancenever confusing the customer with mixed messages, identifiers, promises, or value provided


MRKT10028 Web Marketing, Fall 2009*SummaryA brand is the sum total of all user experiences with a particular product or service, building both reputation and future expectations of benefit.It represents your promise to the customerIt includes promise, personality, image identifiers (colours, fonts, logos, taglines), and a USPThe web provides infinite possibilities for building the brand, engendering loyalty and trustIt provides (additional) opportunities for customers to experience and interact with the brandBranding must be consistent in offline and online media


MRKT10028 Web Marketing, Fall 2009*Homework (before Fridays lab)Read Chapter 7 in the textStudy all the Review Questions (pg 253-256) except #10, 13, 16, 19 for the Quick Quiz on Friday (NOTE: effective immediately, Quick Quizzes will be the first THREE minutes of each class. Be on time, please!)Study the company profile you have been provided with in todays class. What is the primary brand message or promise that this company should focus on in their marketing initiatives (including on their web site)? Write it down. Now, using coloured pencils, markers, or paints - and white paper - choosean appropriate colour scheme (1 primary, 2 secondary), and font(s) (for the company name only) to use in their marketing materials. Create a basic style guide showing these (use Word to view/sample Fonts - type the company name to see how it looks; print and note the font[s] you chose and sketch out the colours on the same pagecreate a draft logo (using your colours from above). Use your imagination - do NOT use the company name (only), it must be a graphical logo (NOTE: do NOT take images from the Internet sketch freehand no matter how poor an artist you are!)create a tag line/slogan that reinforces the brand message Bring all these creative endeavours to class on Friday the lab class will be an interactive, hands-on lesson in creating brand identifiers using an available web graphics application (Fireworks). Instruction will NOT be repeated for people who do not attend (I.e., attendance is mandatory)


Brand Assignment1. Brand Message ex. loving pet, eco friendly yarn.2. Colours3. Company Name font 364. Slogan font 18 down5. Logo -

MRKT10028 Web Marketing, Fall 2009*


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MRKT10028_Week3.ppt