1. INTERNET MARKETING & E-COMMERCE
How brand strategy shapes the brand’s
online presence

2. Overview
• Challenges to traditional Branding Media
• Brands and Online Brand Building
 The branding business
 Customer-based brand equity
 Online implications of the brand equity
framework.

4. Challenges to Traditional Branding Media
Major networks face a
shrinking audience

5. Challenges to Traditional Branding Media
Programming costs
continue to rise

6. Challenges to Traditional Branding Media
Television is losing
audience

7. Challenges to Traditional Branding Media
Chaos Scenario
“A rapid decline in mass media effectiveness
prior to the creation of an effective
alternative marketing vehicle.

8. Challenges to Traditional Branding Media
This perception is changing
Companies that dominates the advertising
world

9. Challenges to Traditional Branding Media
This perception is changing
Innovative campaigns

10. Challenges to Traditional Branding Media
This perception is changing
Offbeat campaigns

11. Challenges to Traditional Branding Media
This perception is changing
Companies unable to afford mass media
branding

12.  The Branding Business
 Connecting Branding Strategy to Online
Presence

13. Brands and Online Brand Building
THE BRANDING BUSINESS
The Value of a Strong Brand
Building strong brands, differentiating them,
and maintaining them are critical marketing
functions.

14. Brands and Online Brand Building
THE BRANDING BUSINESS
The Value of a Strong Brand
Building strong brands, differentiating them,
and maintaining them are critical marketing
functions.

15. Brands and Online Brand Building
THE BRANDING BUSINESS
The Value of a Strong Brand
The availability of a strong brand

16. Brands and Online Brand Building
THE BRANDING BUSINESS
Branding and Advertising Services
Almost all major corporation rely on external
ad agencies to manage their branding and
advertising creation.

17. Brands and Online Brand Building
THE BRANDING BUSINESS
Branding and Advertising Services
The Internet is having an impact on the
balance between in-house and outsourced
activities.

18. Brands and Online Brand Building
CONNECTING BRANDING STRATEGY TO ONLINE PRESENCE
RELATIONSHIPS INTENSE, ACTIVE LOYALTY
WHAT ABOUT YOU & ME?
RESONANCE
POSITIVE,
RESPONSE ACCESSIBLE
WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS
POINTS-OF-PARITY
MEANING & DIFFERENCE
WHAT ARE YOU? PERFORMANCE IMAGERY
DEEP, BROAD
IDENTITY SALIENCE BRAND AWRENESS
WHOARE YOU?

19. Brands and Online Brand Building
ONLINE BRAND PRESENCE AND ENHANCEMENT
RELATIONSHIPS INTENSE, ACTIVE LOYALTY
WHAT ABOUT YOU & ME?
RESONANCE
POSITIVE,
RESPONSE ACCESSIBLE
WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS
Establish Proper
MEANING Brand Identity
POINTS-OF-PARITY
& DIFFERENCE
WHAT ARE YOU? PERFORMANCE IMAGERY
DEEP, BROAD
IDENTITY SALIENCE BRAND AWRENESS
WHOARE YOU?

20. Brands and Online Brand Building
ONLINE BRAND PRESENCE AND ENHANCEMENT
RELATIONSHIPS INTENSE, ACTIVE LOYALTY
WHAT ABOUT YOU & ME?
RESONANCE Enhance Brand
Meaning
POSITIVE,
RESPONSE ACCESSIBLE
WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS
POINTS-OF-PARITY
MEANING & DIFFERENCE
WHAT ARE YOU? PERFORMANCE IMAGERY
DEEP, BROAD
IDENTITY SALIENCE BRAND AWRENESS
WHOARE YOU?

21. Brands and Online Brand Building
ONLINE BRAND PRESENCE AND ENHANCEMENT
RELATIONSHIPS INTENSE, ACTIVE LOYALTY
WHAT ABOUT YOU & ME?
RESONANCE
POSITIVE,
RESPONSE ACCESSIBLE
WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS
POINTS-OF-PARITY
MEANING
WHAT ARE YOU? PERFORMANCE IMAGERY Reinforce Right
& DIFFERENCE
Brand Responses
DEEP, BROAD
IDENTITY SALIENCE BRAND AWRENESS
WHOARE YOU?

22. Brands and Online Brand Building
ONLINE BRAND PRESENCE AND ENHANCEMENT
RELATIONSHIPS INTENSE, ACTIVE LOYALTY
WHAT ABOUT YOU & ME?
RESONANCE
POSITIVE,
RESPONSE ACCESSIBLE
WHAT ABOUT YOU? JUDGMENTS FEELINGS REACTIONS
POINTS-OF-PARITY
MEANING
WHAT ARE YOU? PERFORMANCE IMAGERY Forge Brand
& DIFFERENCE
Relationships
DEEP, BROAD
IDENTITY SALIENCE BRAND AWRENESS
WHOARE YOU?

23. Summary
• Challenges to traditional Branding Media
• Brands and Online Brand Building
 The branding business
 Customer-based brand equity
 Online implications of the brand equity
framework.

25. INTERNET MARKETING & E-COMMERCE
How brand strategy shapes the brand’s
online presence