Building Brands Online

sunandaC

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Building Brands Online


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.

Consider an example. If a consumer buys lipstick from a retailer in the physical world and has an unpleasant in-store experience, she is more likely to blame the retailer than the manufacturer. But if the consumer purchases that same product from Procter & Gamble’s Reflect.com Web site, her wrath is more likely to be directed at P&G. Thus the on-line marketer’s objective shifts from creating brands—at least as defined in the off-line world—to creating Internet businesses that can deliver complete, and completely satisfying, experiences.

Yet many marketers, particularly those whose experience is limited to the off-line world, lack a coherent framework and concrete methods for achieving the broader objectives of on-line brand building. These marketers need an approach for aligning the promises they make to consumers, the Web design necessary to deliver those promises on-line, and the economic model required to turn a profit. These three elements—the promise, the design, and the economic model—together form the inseparable components of a successful Internet business, or what might be called a digital brand.

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.


Consider an example. If a consumer buys lipstick from a retailer in the physical world and has an unpleasant in-store experience, she is more likely to blame the retailer than the manufacturer. But if the consumer purchases that same product from Procter & Gamble’s

Reflect.com Web site, her wrath is more likely to be directed at P&G. Thus the on-line marketer’s objective shifts from creating brands—at least as defined in the off-line world—to creating Internet businesses that can deliver complete, and completely satisfying, experiences.

Yet many marketers, particularly those whose experience is limited to the off-line world, lack a coherent framework and concrete methods for achieving the broader objectives of on-line brand building. These marketers need an approach for aligning the promises they make to consumers, the Web design necessary to deliver those promises on-line, and the economic model required to turn a profit. These three elements—the promise, the design, and the economic model—together form the inseparable components of a successful Internet business, or what might be called a digital brand.
 
Building Brands Online


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.

Consider an example. If a consumer buys lipstick from a retailer in the physical world and has an unpleasant in-store experience, she is more likely to blame the retailer than the manufacturer. But if the consumer purchases that same product from Procter & Gamble’s Reflect.com Web site, her wrath is more likely to be directed at P&G. Thus the on-line marketer’s objective shifts from creating brands—at least as defined in the off-line world—to creating Internet businesses that can deliver complete, and completely satisfying, experiences.

Yet many marketers, particularly those whose experience is limited to the off-line world, lack a coherent framework and concrete methods for achieving the broader objectives of on-line brand building. These marketers need an approach for aligning the promises they make to consumers, the Web design necessary to deliver those promises on-line, and the economic model required to turn a profit. These three elements—the promise, the design, and the economic model—together form the inseparable components of a successful Internet business, or what might be called a digital brand.

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.


Consider an example. If a consumer buys lipstick from a retailer in the physical world and has an unpleasant in-store experience, she is more likely to blame the retailer than the manufacturer. But if the consumer purchases that same product from Procter & Gamble’s

Reflect.com Web site, her wrath is more likely to be directed at P&G. Thus the on-line marketer’s objective shifts from creating brands—at least as defined in the off-line world—to creating Internet businesses that can deliver complete, and completely satisfying, experiences.

Yet many marketers, particularly those whose experience is limited to the off-line world, lack a coherent framework and concrete methods for achieving the broader objectives of on-line brand building. These marketers need an approach for aligning the promises they make to consumers, the Web design necessary to deliver those promises on-line, and the economic model required to turn a profit. These three elements—the promise, the design, and the economic model—together form the inseparable components of a successful Internet business, or what might be called a digital brand.

Well, many many thanks for your help and providing the information on Building Brands Online. BTW, i am also going to upload a document where you can find some useful information and can also included in your report..
 

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