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Branding

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					Branding
The efficient use of branding can increase product differentiation (Aaker, 1991,
1996) and build customer relationships by influencing a customer’s attitude
towards the brand. A customer’s perception of the functional, experiential, and
symbolic aspects of the product can strengthen customer loyalty to the
company. Good branding tactics include selling exclusive products and services
and having a large e-community of customer participants.
In an e-commerce environment, branding involves a number of strategies:
• Building a large customer community through online chat rooms, discussion
sessions, and product reviews (e.g., online chat rooms on MSN.com
and Amazon’s community of online reviewers) to accentuate the customer’s
experience with the brand;
• Providing unique branding products or services (e.g., eBay’s auction
trading) to differentiate a site from its competitors; • Providing exclusive brand name
products, such as Gap.com and
JCrew.com;
• Providing supplementary services to enhance the main business and raise
the barrier to entry, such as Citibank’s online personal banking services
through citi.com; and
• Providing unique interfaces to support customer shopping experiences
(e.g., Amazon’s one-click ordering interface and Peapod’s grocery
shopping interface).
Large customer communities, unique branding of products and services, and
exclusive brands help to attract new customers. Exclusive products and
services help to build long-term customer loyalty and retention. Internet
technology has also enabled companies to create brand recognition through
their unique user interface design for transaction support.

				
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posted:9/11/2012
language:English
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