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2631025 Brand Building on the Internet

2631025 Brand Building on the Internet

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Published by: ali9682 on Apr 26, 2011
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01/25/2013

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A D
ISSERTATION
S
UBMITTED IN
P
ARTIAL
F
ULFILMENT OF THE
EQUIREMENTS OF A
M
ASTERS IN
B
USINESS
A
DMINISTRATION
(MBA)
AT THE
 
U
NIVERSITY OF
C
AMBRIDGE
 
OBIN
S. C
LELAND
 
S
EPTEMBER 
2000
O N T H E I N T E R N E T
SSSS UUUU CCCC CCCC EEEE SSSS SSSS F UF UF UF U LLLL
 
B
UILDING
S
UCCESSFUL
B
RANDS ON THE
I
NTERNET
 1
C
ONTENTS
 
SUBJECT PAGE
1.1 Overview 71.2 Objectives 91.3 Methodology 91.4 Structure 112.1 Introduction 132.2 What is a Brand? 132.3 The Layers of a Brand 142.4 Product and Service Brands 152.5 Branding & the Buying Process 162.6 The Importance of Customer Satisfaction and Loyalty 182.7 Emotional Loyalty 192.8 The Concept of Brand Equity 202.8.1 The Value of Brands to Customers 222.8.2 The Value of Brands to Companies 222.9 Conclusion 233.1 Introduction 253.2 Overview of the Brand-Building Process 253.3 The Value Proposition 263.3.1 Added Value 273.3.2 Distinctive Brand Identity 283.4 Developing the Framework and Communicating the Value Proposition 303.5 Building Customer Relationships 313.6 Characteristics of Successful Brands 323.7 Conclusion 32
C
HAPTER 
1 I
NTRODUCTION
6C
HAPTER 
2 T
HE
N
ATURE OF
B
RANDS
12C
HAPTER 
3 B
UILDING
B
RANDS
24
 
B
UILDING
S
UCCESSFUL
B
RANDS ON THE
I
NTERNET
 2 4.1 Introduction 344.2 Overview of the Internet 344.2.1 The Defining Characteristics of the Internet 354.3 The Growth of the Internet 354.4 The Internet & e-Commerce 394.5 The Impact of the Internet on Business 404.6 Conclusion 435.1 Introduction 455.2 The New Dynamics of Brands 455.3 The Importance of Customer Loyalty Online 475.4 Increasing Returns Economics and First-Mover Advantage 485.5 Viral Marketing 505.5.1 The Case of 
Hotmail.com
515.6 The Online Experience & The 7Cs Framework 525.7 The Interactive Brand-Building Model 575.8 Limitations of Brand-Building on the Internet 595.9 Conclusion 606.1 Introduction 626.2 Case Study:
Amazon.com
626.2.1 Company Overview 626.2.2 Value Proposition 626.2.3 Sources of Value - The 7Cs Framework 646.2.4 Brand-Building Strategy 666.2.5 Other Factors that Contribute to their Brand Leadership 696.2.6 Conclusion 706.3 Case Study:
BarnesandNoble.com
716.3.1 Company Overview 716.3.2 Value Proposition 726.3.3 Sources of Value - The 7Cs Framework 726.3.4 Brand-Building Strategy 736.3.5 Conclusion 75
C
HAPTER 
4 T
HE
I
NTERNET
33C
HAPTER 
5 B
UILDING
B
RANDS ON THE
I
NTERNET
44C
HAPTER 
6 C
ASE
S
TUDIES
61

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