Branding.com : On-Line Branding for Marketing Success,9780658003073

Branding.com : On-Line Branding for Marketing Success

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Edition: 1st
ISBN13: 9780658003073
ISBN10: 0658003070
Format: Hardcover
Pub. Date: 2001-02-16
Publisher(s): MCG
List Price: $42.75

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Summary

On-line branding--brand marketing on the Internet--is now the biggest challenge facing most marketers. Branding.com reveals why branding is the most important element in any marketing plan and why it must be uniquely executed in each medium--including on the Internet--in order to be successful. For companies extending their branding efforts onto the Internet, as well as for web entrepreneurs who are looking to brand a product or service exclusively on-line, Branding.com explores the basics of on-line brand marketing and shows how to plan and execute a successful on-line branding strategy and how to develop a "next generation media mix" to leverage both on-line and off-line marketing media in promoting a brand.

Author Biography

Deborah Kania is a recognized Internet expert with more than 10 years of experience in high tech marketing—including on-line advertising, web site marketing and e-commerce. She currently serves as the Director of Marketing for Lens Express, the leading direct retailer of contact lenses, eyeglasses, sunglasses, and other vision care products and services. She is the coauthor of The Internet World Guide to One-to-One Web Marketing (John Wiley & Sons, 1998) and The Web Catalog Cookbook (John Wiley & Sons, 1997). Additionally, Deborah has written about Internet marketing for ClickZ.com, Iconoclast and Business Marketing. She resides in Fort Lauderdale, FL.

Table of Contents

Preface vii
Introduction xi
A New Chapter in Marketing History
1(24)
100 Years of Branding in a Nutshell
2(5)
The Internet Phenomenon
7(3)
Brand Impact
10(11)
Message and Media Impact
21(2)
Future Media and Channels
23(2)
The E-Marketplace
25(32)
Networked Communications
27(3)
Brands in the E-Marketplace
30(5)
Micro Markets and Virtual Communities
35(6)
Merchants of the High-Tech Kind
41(7)
Internet Channels
48(2)
Channel Changing and Media Blurring
50(4)
E-Marketplace Challenges
54(3)
The E-Customer
57(28)
Profile of the Net User
58(13)
Online Retail: Beyond E-Window Shopping
71(2)
Generations Net
73(4)
What the Customer Wants
77(4)
The ``Super-Empowered'' Customer
81(1)
Privacy
82(3)
Brand Principles and Paradigm Shifts
85(34)
Brand-Marketing Principles
86(4)
The Web Impact
90(8)
Net.Marketing.Com
98(2)
Experiential Marketing
100(9)
The Net Brand Organization
109(10)
Building The Online Brand
119(26)
Taking It to the Web
119(2)
How Important Is Brand?
121(2)
Brand Awareness, Preference, and Loyalty Online
123(3)
Nothing but Net: The Dot-Com Phenoms
126(2)
Wiring Traditional Brands
128(4)
Activities for Building the Online Brand
132(8)
Interactive Identity
140(2)
In the Web We Trust
142(3)
The Web Medium
145(28)
The Next Generation Media Mix
146(2)
Internet Advertising Growth
148(9)
The New Creative Process
157(2)
Brand vs. Direct Response Advertising
159(14)
Online Advertising and Promotion
173(32)
From Rags to Rich Media
175(6)
Beyond the Banner
181(13)
Measuring Brand Impact Online
194(4)
Cross-Media Integration
198(7)
The Website: as Brand Experience
205(38)
Brand Loyalty and the Web
206(6)
The Online Brand: Not a Thing, but an Experience
212(2)
Brand Attributes in the Interactive Medium
214(5)
The Information Connection
219(5)
Fast 'n' Easy: The Intuitive Web Interface
224(2)
Interactive Branding
226(3)
Virtual Retailing
229(1)
Personalized Brand Experience
230(4)
E-Mail and Desktop Branding
234(2)
``Membership Has Its Privileges''
236(1)
Branding the Community
237(2)
Total Customer Experience (TCE)
239(4)
Branding's Tech Future
243(12)
Port-a-Brand
244(4)
The Promise of Broadband
248(1)
A Smarter Idiot Box
249(1)
Integration of Online and Offline Media
250(1)
Don't Get a Hand Caught in the Cookie Jar
251(4)
Appendix A: Case Studies 255(18)
Appendix B: Resource Guide 273(4)
Bibliography and Recommended Readings 277(4)
Index 281

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