ONLINE
BRANDING
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HOW
does it work?
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1
THE
WAY
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T A X A N O M Y
BRAND MATURITY MODEL
OF BUILDING BRANDS
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COMMODITY PUSHERS
SALES 1
LEVEL
FINANCIAL PERFORMANCE
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SEED BRAND COMPANY
SALES 2
LEVEL
COMPETITIONS
MARKETING BRAND AWARENESS
FINANCIAL PERFORMANCE
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SEED BRAND COMPANY
SALES 3
LEVEL
COMPETITIONS
MARKETING
DIFFERENTIATION
BRAND COMM BRAND IMAGE BRAND AWARENESS
FINANCIAL PERFORMANCE
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CONSCIOUS BRAND COMPANY
IMAGE 4
LEVEL
SALES
COMPETITIONS
MARKETING
DIFFERENTIATION
BRAND COMM BRAND AWARENESS BRAND IMPRESSION
PROFIT MARGIN
MARKET FOCUS
FINANCIAL PERFORMANCE
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MEZZANINE BRAND COMPANY
IMAGE 5
LEVEL
SALES
COMPETITIONS
MARKETING
DIFFERENTIATION
BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP.
PROFIT MARGIN
MARKET FOCUS RESORCS. OPTIMIZATION MARKET PROTECTION
FINANCIAL PERFORMANCE
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MATURE BRAND COMPANY
IMAGE 6
LEVEL
SALES
COMPETITIONS
MARKETING
DIFFERENTIATION
BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
PROFIT MARGIN
MARKET FOCUS RESORCS. OPTIMIZATION MARKET PROTECTION BRAND LOYALTY
FINANCIAL PERFORMANCE
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LEADER BRAND COMPANY
IMAGE 7
LEVEL
SALES
COMPETITIONS
MARKETING
DIFFERENTIATION
BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE
PROFIT MARGIN MARKET FOCUS RESORCS. OPTIMIZATION MARKET PROTECTION BRAND LOYALTY MARKET LEADERSHIP
FINANCIAL PERFORMANCE
BRAND INNOVATION
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really good for your company or customers
Relative Lower Cost Capacity to Influence More Precise Campaign Metric Better Targeting
More engagement channels
More Choices
DISADVANTAGE
More competition
Online Fraud
Rumor and Negative Publicity
really bad for your company, if there is no response measure
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ADVANTAGE
Specialist Resource Market reputation Market Reviews Content Freshness SEO and SMO Know-How Price pressure
examples of successful brands
Just …
Source: NST, Malaysia
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • • • • •
Trusted Payment Gateway Security Accreditation Clear transaction policies Transparent cost to customers Post-Sales online support Recommendations
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• Social Media Optimization • Online Guerilla Campaign • Direct Marketing Campaign • Online Offers
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • • • • •
Online Advertising Online PR Releases Newsletter Subscriptions Email Subscription Online Comm Downloads Social Media Optimization
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• Brand name • Site name • Online Advertising & Placements • SEO • Offline Marketing Campaign
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • •
Site Graphic Design Security Accreditation Content Freshness
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • • • • • • •
Product Pricing Variety of Choice Delivery Logistics Security Accreditation Post-Sales online support Offers and Specials Competitor comparisons 3rd Party Reviews
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • • •
IP mark IP policies and terms Enforcement Customer education
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • • • • • • • • •
Co-branding Social Media Optimization Customer policies Transaction policies Privacy policies Security accreditation Profile and background Accessibility to real people Efficiency and speed of support Accuracy and updated information • Recommendations • 3rd party reviews
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • • • •
Site architecture Ease of navigation & search Error handling mechanics Social Media Optimization Design and presentation
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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BUILDING YOUR BRAND ONLINE
HOW 8
LEVEL
SALES MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST
• • •
Social media optimization Web 3.0 Real product and service innovation.
BRAND EXPERIENCE BRAND INNOVATION
FINANCIAL PERFORMANCE
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