Chapter 6 – Roberts
What are the special techniques that enterprises can use in their brand-building process on the Web?
Some of the techniques that enterprises can use email promotions, search engine marketing, events & public relations, viral marketing, online advertising.
A businessperson who is not an Internet expert asks you whether the Internet is useful for branding? What answer would you give and how could you support it with illustrations?
There are four stages of brand building: Awareness, Familiarity, Positive Imagery, and Completed Transaction.
It is important to create Awareness — this first step introduces the brand to the consumer so the consumer can recognizes and be able to recall the brand later on.
Familiarity — suggests some knowledge of the product, its features, and services offered (measured by asking about recall of message points from the ad).
Creates Positive Imagery – it is created by marketing programs that link strong, favorable, and unique associations to the brand in memory.
Completed Transaction: this should be the beginning of a relationship, not the end of the process.
The best brand building on the Internet will fuse the attention-getting power of the Web’s interactive environment with the targeted relationship techniques of information-driven direct market. It will be tightly integrated with offline brand development activities.