The importance of Branding on the web

Résumé du document

We are in an era of time in which marketing plays a very significant role in the life of a company. Marketing has many elements, all of which are important; this report shall concentrate particularly on branding. The advancement in technology has opened the doors to many academics and researchers to question the impact branding can have for a company's marketing on the web. This report shall begin with defining what branding is, and highlight some of its benefits affecting the consumers, the manufacturers, as well as the retailers. The main contribution shall evolve around the possible advantages and disadvantages of branding on the web, and also its possible future implications for companies.

Extraits

[...] The first figure applies to conditions of high involvement, such as purchase of a car or white goods, in which consumer pay great attention to the context of the brand message and how it is communicated. The second figure relates to traditional advertisements used for Fast Moving Consumer Goods (FMCGs), where consumers pay little attention, show little involvement, and therefore the advertisements need to be repeated frequently. The third figure illustrates the high involvement context of FMCG advertisement on the web. As ‘going to the web' is a deliberate action, it is generally highly involving. [...]

[...] The research indicates only the early days of branding on the web and a steady growth to brand awareness to action. As more and more consumers decide to use online shopping this will and is opening opportunities for many companies to decide to sell themselves to the web, such as the banking. Examples of companies that have benefits and gained huge growth due to branding are for example, Amazon.com, Egg.com, etc Conclusion It seems to be very clear what the objectives of branding and its implications are for the manufacturers, the consumers and the distributors. [...]

[...] They are no longer strangers. Both comprehend something about each other, hopefully encouraging many repeated exchanges. In looking at media choices for creating this desired relationship, the advantage of the Internet over mass media is obvious. Mass media cannot communicate with individual prospects in a customized way based on where each one is in the different stages of the relationship-building process. The Internet offers brands the opportunity to build values and relationships directly with the customers, leading to widening of the brand's appeal and access to a broader audience. [...]

[...] Lury, G., (1998), Brand Watching, Blackhall Publishing, Ireland. www.webcmo.com Marketing Week (2000), Branding on the Internet, Vol Issue2 Chernotory, L. and McDonald, (1998), Creating Powerful Brands, Butterworth Heinemann, Oxford. Jastrow, D., Computer Reseller News, (2000), Branding is Hot Tickets. Jermy, P., Marketing Week, (April 20th, 2000), Websites must act like brands to be Successful. www.adage.com, CMP Conference Explores Online Branding, Maddox, K. www.cyberdialogue.com, Branding matters, but Lesser-known causes can Prevail, Mabley, K. www.internetnews.com, Online Branding Really Works, Lombards, H. [...]

[...] The importance of Branding on the web 1.0 Introduction We are in a period of time in which marketing plays a very significant role in the life of a company. Marketing has many elements, all of which are important; this report shall concentrate particularly on branding. The advancement of technology and the appearance of the Internet have opened the doors to many academics and researchers to question the impact branding can have for a company marketing itself on the web. [...]