Building digital brands

Type :

Term papers

Pages :

40 pages

Format :

.doc

Published date :

04/29/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

The spillover effect
New creative approaches
Re evaluating media investments
Getting closer to the consumer
Implications for marketers
Need of a new marketing model
How to build and manage digital brands?
Personalization tools
Rethinking the business model
Building trust
Brand management
1. The total approach
2. The promise
Reasons for repositioning
Conclusion

Abstract

Online has always taken a back seat to offline in brand building. Yet online offers the best options for building a meaningful brand, options that didn't exist only a few years ago. Companies without a solid digital brand strategy are literally being left behind as leaders build new digital brands.
Reflecting on the current state of online advertising, the majority of online marketers are doing a terrible job of building their digital brands. Advertisers are fighting tooth and nail to produce the world's worst advertising, actually destroying their existing offline brands in the digital realm.

For the most part, if one looks at ads that run during top TV programs or that appear in top magazines, one will find quality in the advertising (even if the ads are a bit dry and boring). But if one looks at a top web site and views a few dozen ads, it will be very difficult to find quality advertising. In effect, the bulk of the ads online do more harm than good to the brands they are trying to build.

In one industry after another, aggressive Internet upstarts are putting established brands at risk, creating very strong brand recognition and enjoying explosive visitor growth. The reason may have less to do with the established brands themselves than with their managers.

Marketers know what a brand is in the physical world: the sum, in the consumer's mind, of the personality, presence, and performance of a given product or service. These "3 Ps" are also essential on the World Wide Web. In addition, digital brand builders must manage the consumer's on-line experience of the product, from first encounter through purchase to delivery and beyond. digital brand builders should care about the consumer's on-line experiences for the simple reason that all of them-good, bad, or indifferent-influence consumer perceptions of a product's brand. To put it differently, on the Web, the experience is the brand.