Brand building on internet

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Subject:
BRAND BUILDING
Faculty Name:
Vishal Desai
Lesson # 11
BRAND BUILDING ON THE INTERNET
Batch
(BMM class of 2015)
Year (TY)
India’s premier M-school
Deviprasad Goenka Management College of Media Studies (dgmcms.org.in)

+ COMPARING BRAND BUILDING IN CYBERSPACE
TO BRAND BUILDING IN ‘BRICKS AND MORTAR’
WORLD:
 The following are some ways in which brand building in cyberspace
is different than brand building in the ‘brick and mortar” world’:
• Web sites offer two-way (versus one-way) communication.
• The consumer is in control – he/she selects what he/she wants to see
and for how long.
• It is easier to gather more information on consumer – although
something must be provided to consumer in return – information,
incentives, etc.
• Instant feedback is possible and is sometimes desired by the customer.
• Results are easier to measure.

+  In the ‘dirt world’, product accessibility is primarily driven by number
of retail locations.
 In cyberspace only one Website is needed – which doesn’t necessarily
require the resources of a large company.
 Conversely, aspects of the Internet definitely favor larger enterprises,
including the rising cost of keeping site content fresh, maintaining a
high site search engine ranking, and placing online ads:
• Consumers choose where they go and what they see.
• The Internet makes price comparisons easy .
Eg: makemytrip.com, policybazaar.com, carwale.com
• The Internet makes it much easier for people to make their complaints
public.

+ INTERNET USER SEGMENTS
 Ketchum Interactive, a global public relations agency, has identified
four different internet user segments based on their approach to
finding information on the Web. These segments should clearly
impact an organization’s website design and Internet strategy.
 These segments are Adventurer, Wanderer, Expert, Investigator
 From the classification of web audience, these four behavioral
segments emerge on the basis of:-
a) The user’s pre-existing level of brand knowledge (awareness and
perception); and
b) The degree to which the user knows exactly what he/she is looking
on the Web. (Seeking vs. Surfing)

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 Seeking customers are Goal-directed customers who are seeking
solutions to their problems from the Web. On the other hand, Surfing
customers are experiential customers, who seek enjoyment/fun from
the Web.

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• Adventurer: He/she is knowledgeable, about the company but just
surfing. Ways to intrigue this customer into staying on Web site
includes entertainment, special promotion offers and participation in
virtual community activities.
Eg. An adventurer spends time with the Nissan brand (www.nissanmotors.com)
with features such as virtual joy ride.
• Wanderer: A wanderer has little or no knowledge of the company
and is not looking for help. He/she is using the Web as a general
resource or for entertainment or sometimes even for social
interactions.
• Expert: An expert has not only knowledge about the company but
also knows what he/she is looking for. Ways to build your brand with
the expert include fast downloads, no brainer navigation, clear and
intuitive site maps and precise search capabilities.

+ • Investigator: The investigator is looking to the Web for a solution to
a problem but does not specifically know who or what will solve it.

+ WEBSITE OBJECTIVES:
 The objectives include one or more of the following:
• Make it easier for consumers to do business with us (accessibility).
• Reduce our costs of doing business (customer value and business
profitability).
• Enhance our relationship with our customer (creating emotional
connection).
• Build the brand

+  Regardless of the objective, effective Websites should accomplish
the following:
• Drive site traffic.
• Reinforce the brand essence and promise.
• Create an engaging, interactive, interesting, informative and helpful
consumer experience.
• Give the consumer reasons to return to the site on a regular basis.
• Get the consumer to bookmark the site.
• Unobtrusively capture consumer information to build a database.
• General incremental sales (online and off-line).

+ THE IMPACT OF INTERNET ON BRANDS:
 An internet presence has become an essential requirement for brand
building.
 A website can create an integrated brand experience that consistently
reinforces the brand positioning.
 Website helps people break through the over-communication clutter.
 The website itself is just one element of brand building on the Internet.
 To be successful, e-commerce sites must deliver superior value than
their bricks & mortar competitors. There are three primary ways in
which the Internet can add value: information, convenience and cost
savings.
 Brands that integrate a bricks and mortar presence with a ‘cyberspace’
presence will be formidable competitors.

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BRAND BUILDING ON THE
INTERNET – SOME
DIMENSIONS:

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Traditional Pull v/s Relationship Pull:
 Large advertisers like Coke, Pepsi, Hindustan Lever, P&G, have
always been used to the traditional pull-tell people (or their target
audience) what they have to offer as a benefit with their brands and
tell them as many times as possible. But, internet is a “relationship
pull” medium. Only if consumers are interested in the content, they
will stay online or visit a site; and only if it’s interesting they will
come back again and again. Content becomes the key.
 Many companies in India have a corporate presence on the internet.
But they have not yet extended and connected the brand benefit to the
internet.
Eg:-P&G in the US is a good example. They have a dedicated site on the web,
which gives tip to consumers on everything about stains (www.stains.com)
 Websites have to be content rich and should have depth

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Targeted Advertising :
 It is possible to target only those consumers who are most likely to
buy your product or service.
 Ads can be served based on the browsing history of the surfer. Eg:
Search Engine Marketing program like Google adwords.
 Through Search Engine Optimization strategy a website can feature
among the top results based on key words used to search any
information
 Banner ads can also be given on websites with high traffic of surfers
 Pay per click advertising models are also available

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Innovating Continuously:
 The website has to be refreshed at regular intervals to break the
monotony of the audience.
 A brand needs to give consumers compelling reasons to come to the
brand’s website again and again. Therefore, the brand’s site should be
upgraded continuously.
 Mass marketing principles won’t work on the Web. Web marketing is
not about number of exposures but its about the quality of experience.
 Web can give a brand a qualified lead or customer.

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