Cyberbranding : brand building in the digital economy / Deirdre Breakenridge.

Format:

Book

Author/Creator:

Breakenridge, Deirdre.

Series:

Financial Times Prentice Hall books

Language:

English

Subjects (All):

Brand choice.

Electronic commerce.

Physical Description:

xiv, 352 pages : illustrations ; 24 cm.

Place of Publication:

London ; New York : Financial Times Prentice Hall, [2001]

Summary:

Bridging the gap between traditional marketing knowledge and skills and new online strategies, this book presents step-by-step processes to re-engineer oneself and one's brand and explains the unique issues that relate to building an online brand without damaging the offline brand. Provides a 40-page cyber-marketing plan that synthesizes the book's coverage for handy use by the marketer.

Contents:

1 What the Marketer Needs to Know 1

Chapter 1 The Power of Branding 2

A Quick Branding Story

Yahoo! 4

Another Speedy Brand

Amazon.com 4

The Historical Brand Promise 6

Brands That Evolve to Stand the Test of Time 9

Brands Influence Our Behavior 10

Brands with No Boundaries 11

Global Brands and Cultural Issues 12

Summing Up the Ingredients for the Global Brand 14

Wall Street Endorses Branding 15

Brands and Technology Evolve Together 15

Chapter 2 Making the Transition to the Internet 18

A Transition to Support the Brand 19

The Ongoing Battle Over Internet Commitment 23

Growing Statistics Reinforce the Commitment 24

Devoting Dollars to the Internet 26

The Internet Is a Powerful Piece of the Branding Campaign 27

Industries Taking the Plunge 28

Internet Issues Turn into Internet Opportunities 29

The Smooth Transition of the Brand 32

Chapter 3 The Impact of the Internet on the Brand 36

The Components of the Cyberbrand 37

New Levels to Which Cyberbranding Takes a Brand 38

More Ways to "Think" Internet in Support of the Brand 41

Internal and External Dimensions of the Brand 46

Cyberbranding Theories 47

The Cyberbrander's Checklist 51

Chapter 4 The Emergence of the Cyberbrand 54

Consumer Trust and cyberbranding Go Hand in Hand 55

The Differentiating Factors of the Cyberbrand 57

The Benefits of Having a Well-Known Traditional Brand 59

Consumers Care about Brands Online 62

Tricks from the New Kids on the Block 63

Convergence of the Traditional Brand and the Cyberbrand 65

Chapter 5 Using Technology Properly to Cyberbrand 70

Cyberbranding Trial and Error of the 1990s 71

Misconception Number 1: With the Internet, There's a Worldwide Audience 73

Misconception Number 2: Having a 24/7 Web Site Allows a Company to Pay Less Attention to Consumer Needs 74

Misconception Number 3: Launching a Site Means Web Surfers Will Find It 77

Misconception Number 4: The Web Creates an Equal Opportunity for the Little Guy to Compete with the Giants of the Industry 79

Misconception Number 5: Powerful Graphics Are the Key to a "Killer" Web Site 81

The Simple Cyberlessons Learned 82

Chapter 6 Web Site Design to Enhance the Cyberbrand 86

A Web Site Is Not about a Company 87

Number 1 Ease-of-Use Principle 88

Number 2 Provide Up-to-Date Information 91

Number 3 Faster Than a Speeding Bullet ... The Importance of a Fast Download 92

Number 4 Using Attractive Design Consistent with Company Image and Audience Appeal 93

Number 5 Providing the Right Content 94

Cyber Do's 95

2 Impacting Audiences with the Cybervision 107

Chapter 7 Start with the Organization and the Cyberbrand Vision 108

Vision beyond the Entrepreneurial Idea 109

Avoiding the "Rushed" Vision 110

Developing the Vision through Offline veersus Online Comparison 113

Call in the Coalition to Guide the Vision 115

Cyberbrand Visions That Exist Postlaunch 116

Chapter 8 Empowered Online Audiences 122

The Makings of an Empowered Audience 123

Offering Additional Information to Build Relationships 125

Personalization to Build Relationships 126

Customization to Build Relationships 127

Building Relationships through Incentive Programs 129

Chapter 9 Cyberstrategies to Optimize Audience Response 136

Move beyond the Search Engine 137

Institute Contagious Viral Marketing Campaigns 138

Get Serious about E-mail with Opt-In Programs 141

Be Sensitive to Online Audiences and Privacy Issues 143

Chapter 10 Persuasion in Cyberspace 148

Powerful Persuasive Tactics 149

Persuasion in Its Infancy Stage 150

Beyond the Traditional Endorsement 152

Technology Intensifies Persuasion 154

The Fine Line between Persuasion and Invasion 155

Varying Levels of Acceptance of Persuasion 156

3 Market Research for Effective Cyberbranding 167

Chapter 11 Traditional Research Aids in Cyberspace 168

The Value of Market Research 169

Traditional Research and the Cyberbrand 171

Transformation of the Traditional Method

Questionnaires 174

Focus Groups 176

Chapter 12 Online Research

Leave It Up to the Technology Experts 180

When to Turn to Online Methods 181

Tradition and the Internet

The Best of Both Worlds 183

Benefiting the Brand and the Consumer 185

Extending Beyond Offline Limits 186

Research

Finding the Middle Ground 188

Chapter 13 The System of Web Tracking Analysis 192

The Phases of Surveillance and "The System" 193

When Too Much Data Leads to Paralysis 195

How Research Guides the Branding Campaign 196

Understanding Tracking Measurements 197

Issues and Opportunities with Professional Tracking Software 199

Turning the Tables on the Trackers 200

Chapter 14 Ethics on the Internet 206

Broadcast Ethics of the Past 207

Ethical Beginnings on the Internet 208

Privacy, Fraud, and Other Internet Issues 210

Industries Developing Ethics 213

A Cyberbrand's Road to Ethics 215

4 Cybermarketing to Enhance the Brand 221

Chapter 15 Changing Market Landscapes 222

Five Seconds of Stability and Fifty-Five Seconds of Change 223

Lessons from the Heavy Hitters 224

How Cyberbrands Are Gaining Customer Share 226

Standing Apart from the Dot-Com Crowd 230

Chapter 16 Banner Ad Sustenance in Cyberspace 232

Banner Ad Survival 233

Banner Ads Serve a Purpose 235

Banner Ad Basics 236

Elements of Design 237

Questions to Ask in Banner Ad Placement 238

Banner Ad Campaign Results 240

Chapter 17 Affiliate Marketing for the Future 244

Moving Beyond the Traditional Model 245

Setting Up a Winning Program 246

Implementing a Program That Attracts Affiliates 248

Working with Affiliates to Maximize Results 250

Jazzing Up Programs for the Future 252

Chapter 18 Driving Traffic on the Cyberhighway 254

Communicating to Suit the New-Economy Lifestyle 255

Using More Vehicles for More Reach and Greater Impact 257

Getting Cyberattention the "Traditional" Way 260

Moving Out of the Box 261

5 Cyber Public Relations

The Credible Online Endorsement 269

Chapter 19 Public Relations

Is There Room for Tradition in Cyberspace? 270

PR of the Past Updates in the Twenty-First Century 271

Proven PR Techniques Are Still Apparent 273

From Static to Interactive 274

Know the Media in Cyberspace 275

PR Comes Full Circle 277

Chapter 20 PR Cybertools for Cyberspeed 282

Retiring Outdated PR Resources 283

Updating PR Tools Cyberstyle 284

Using Basic Cybertools

Media Guides Move Online 285

More Cyber Tools

Editorial Calendars; Clipping and Monitoring Services 286

Chapter 21 Relationship-Building Tactics with the Media 292

A Quick PR Relationship-Building Test 293

First Things First

Nail Down the Relationship-Building Basics 297

Chapter 22 Best PR Practices 304

Telltale Signs of PR Fluff 305

PR Accountability Demonstrated by Professionals 307

Best-Case Scenarios to Generate Interest 308

Helpful PR Hints for Successful Campaigns 312

Chapter 23 Cyberbranding

Beyond Trial and Tribulation 318.

Notes:

Includes bibliographical references (pages 330-341) and index.

ISBN:

0130897108

OCLC:

46319684