A study on the E-Brands and case studies of Amazon.com, Boo.com & Gap

Type :

Research papers

Pages :

57 pages

Format :

.doc

Published date :

05/26/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Introduction
Statement of the problem
Need for the study
Objectives of the study
Research methodology
1. Academic research
2. Secondary data
3. Hypothesis (Framework)
Methodology assumption
1. Method of collection
2. Type of data used
3. Sample size
The nature of brands
1. Introduction
2. What is a brand?
3. The layers of a brand
4. Product and service brands
5. Branding and the buying process
Building a brand
1. Introduction
2. Overview of the brand-building process
3. The value proposition
4. Building customer relationships
The internet
1. Overview of the internet
2. The growth of the internet
3. The internet and e-commerce
4. The impact of the internet on business
Building brands on the internet: a hypothesis
1. Introduction
2. The new dynamics of brands
3. The importance of online customer loyalty
4. Increasing returns economics & first-mover advantage
Case studies
1. Yahoo!
2. Amazon.com
3. Boo.com
4. eBay
5. CDnow
6. Gap.com
Conclusion and discussion of key findings
Bibliography

Abstract

Over the past few years, there has been an explosion in the online world - an explosion that is also a harbinger of how business will operate in the future. Supply chains are being rethought, products and services reconfigured, and business models revamped. As such, the Internet is having a profound impact on the way business is being conducted in ways that are often disruptive to traditional methods. This is creating new challenges and opportunities. The Internet provides the opportunity for companies to reach a wider audience and create compelling value propositions never before possible (e.g. amazon.com's range of 4.5 million book titles), while providing new tools for promotion, interaction and relationship building. It is empowering customers with more options and more information to make informed decisions. The Internet also represents a fundamental shift in how buyers and sellers interact, as they face each other through an electronic connection, and its interactivity provides the opportunity for brands to establish a dialogue with customers in a one-on-one setting. As such, the Internet is changing fundamentals about customers, relationships, service and brands, and is triggering the need for new brand-building strategies and tools.

In the midst of this, aggressive Internet start-ups have emerged, creating strong brands that are putting established brands at risk. Internet companies such as Yahoo!, amazon.com, America Online (AOL) and eBay have been able to build powerful brands in a few years, whereas it has taken decades for traditional companies to achieve the client base, customer affiliation and level of sales, that these Internet start-ups have achieved.