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Table Of Contents

1.1 OVERVIEW
FIGURE 1.1 - YEARS TO REACH $100 MILLION IN SALES
1.2 OBJECTIVES
1.3 METHODOLOGY
FIGURE 1.2 - RESEARCH METHODOLOGY
1.4 STRUCTURE
2.1 INTRODUCTION
2.2 WHAT IS A BRAND?
FIGURE 2.1 - A BRAND IS MORE THAN A PRODUCT OR SERVICE
2.3 THE LAYERS OF A BRAND
FIGURE 2.2 - LAYERS OF A BRAND
2.4 PRODUCT AND SERVICE BRANDS
2.5 BRANDING & THE BUYING PROCESS
FIGURE 2.3 - FIVE-STAGE MODEL OF THE BUYING PROCESS
FIGURE 2.4 STEPS BETWEEN EVALUATION OF ALTERNATIVES AND A PURCHASE DECISION
2.6 THE IMPORTANCE OF CUSTOMER SATISFACTION AND LOYALTY
2.7 EMOTIONAL LOYALTY
2.8 THE CONCEPT OF BRAND EQUITY
FIGURE 2.7 - BRAND PROGRESSION
FIGURE 2.6 - CREATING EMOTIONAL LOYALTY
FIGURE 2.8 - BRAND EQUITY
2.8.1 THE VALUE OF BRANDS TO CUSTOMERS
2.8.2 THE VALUE OF BRANDS TO COMPANIES
2.9 CONCLUSION
3.1 INTRODUCTION
3.2 OVERVIEW OF THE BRAND-BUILDING PROCESS
FIGURE 3.1 - BRAND BUILDING MECHANISM
3.3 THE VALUE PROPOSITION
FIGURE 3.2 - DEFINE THE VALUE PROPOSITION
3.3.1 Added Value
3.3.2 Distinctive Brand Identity
FIGURE 3.3 - KAPFERER'S BRAND IDENTITY PRISM
3.4 DEVELOPING THE FRAMEWORK & COMMUNICATING THE VALUE PROPOSITION
FIGURE 3.4 - INNOVATION-ADOPTION MODEL
3.5 BUILDING CUSTOMER RELATIONSHIPS
3.6 CHARACTERISTICS OF SUCCESSFUL BRANDS
3.7 CONCLUSION
4.1 INTRODUCTION
4.2 OVERVIEW OF THE INTERNET
4.2.1 The Defining Characteristics of the Internet
4.3 THE GROWTH OF THE INTERNET
FIGURE 4.2 - GROWTH IN INTERNET HOST COMPUTERS AND MAJOR DEVELOPMENTS
FIGURE 4.3 - ACCELERATED RATE OF NEW TECHNOLOGY ACCEPTANCE
FIGURE 4.4 - THE VIRTUOUS GROWTH CYCLE OF THE INTERNET
FIGURE 4.5 - WHAT ARE PEOPLE DOING ONLINE?
4.4 THE INTERNET AND E-COMMERCE
FIGURE 4.6 - WORLD-WIDE COMMERCE ON THE INTERNET (1998-2003)
4.5 THE IMPACT OF THE INTERNET ON BUSINESS
4.6 CONCLUSION
FIGURE 4.7 - THE STRUCTURE OF AN ONLINE COMPANY
5.1 INTRODUCTION
5.2 THE NEW DYNAMICS OF BRANDS
5.3 THE IMPORTANCE OF ONLINE CUSTOMER LOYALTY
5.4 INCREASING RETURNS ECONOMICS & FIRST-MOVER ADVANTAGE
FIGURE 5.1 - THE NETWORK EFFECT
FIGURE 5.2 - THE VIRTUOUS SPIRAL OF ONLINE GROWTH
5.5 VIRAL MARKETING
5.5.1 The Case of Hotmail.com
5.6 THE ONLINE EXPERIENCE & THE 7CS FRAMEWORK
FIGURE 5.3 - THE 7CS FRAMEWORK
FIGURE 5.4 - FACTORS AFFECTING WEB BRAND LOYALTY
FIGURE 5.5 - THE COMMUNITY HEXAGON
FIGURE 5.6 - CUSTOMER ACCESS TO INFORMATION
5.7 THE INTERACTIVE BRAND-BUILDING MODEL
FIGURE 5.7 - THE INTERACTIVE BRAND-BUILDING MODEL
FIGURE 5.8 - WEBSITE PROMOTION METHODS -POPULARITY & EFFECTIVENESS
5.8 LIMITATIONS OF BRAND-BUILDING ON THE INTERNET
5.9 CONCLUSION
FIGURE 5.9 - CATEGORIES SUITABLE FOR INTERACTIVE MARKETING
6.1 INTRODUCTION
6.2 CASE STUDY: AMAZON.COM
6.2.1 Company Overview
6.2.2 Value Proposition
6.2.3 Sources of Value - The 7Cs Framework
FIGURE 6.1 - OVERVIEW OF AMAZON.COM'S WEBSITE
6.2.4 Brand-Building Strategy
FIGURE 6.2 - AMAZON.COM'S ASSOCIATES PROGRAMME
6.2.5 Other Factors that Contribute to their Brand Leadership
6.2.6 Conclusion
6.3 CASE STUDY: BARNESANDNOBLE.COM
6.3.1 Company Overview
TABLE 6.2 BARNESANDNOBLE.COM - TIMELINE AND MAJOR MILESTONES
6.3.2 Value Proposition
6.3.3 Sources of Value - The 7Cs Framework
FIGURE 6.3 - OVERVIEW OF BARNESANDNOBLE.COM'S WEBSITE
6.3.4 Brand-Building Strategy
6.3.6 Conclusion
6.4 CASE STUDY: BOO.COM
6.4.1 Company Overview
6.4.2 Value Proposition
TABLE 6.3 BOO.COM - TIMELINE AND MAJOR MILESTONES
6.4.5 Conclusion
6.5 CASE STUDY: CDNOW
6.5.1 Company Overview
6.5.2 Value Proposition
TABLE 6.4 CDNOW - TIMELINE AND MAJOR MILESTONES
6.5.3 Sources of Value - The 7Cs Framework
FIGURE 6.5 - OVERVIEW OF CDNOW'S WEBSITE
6.5.4 Brand-Building Strategy
6.5.5 Other Factors that Contribute to their Brand Leadership
6.5.6 Conclusion
6.6 CASE STUDY: EBAY
6.6.1 Company Overview
6.6.2 Value Proposition
6.6.3 Sources of Value - The 7Cs Framework
FIGURE 6.6 - OVERVIEW OF EBAY'S WEBSITE
6.6.4 Brand-Building Strategy
6.6.5 Conclusion
6.7 CASE STUDY: GAP.COM
6.7.1 Company Overview
6.7.2 Value Proposition
TABLE 6.6 GAP & GAP.COM - TIMELINE AND MAJOR MILESTONES
6.7.3 Sources of Value - The 7Cs Framework
FIGURE 6.7 - OVERVIEW OF GAP'S WEBSITE
6.7.4 Brand-Building Strategy - Extensive Integration
6.7.5 Conclusion
6.8 CASE STUDY: YAHOO!
6.8.1 Company Overview
6.8.2 Value Proposition
6.8.3 Sources of Value - The 7Cs Framework
TABLE 6.7 YAHOO! - TIMELINE AND MAJOR MILESTONES
FIGURE 6.8 - OVERVIEW OF YAHOO!'S WEBSITE
FIGURE 6.9 - OVERVIEW OF MY YAHOO!
6.8.4 Brand-Building Strategy
6.8.5 Other Factors that Contribute to their Brand Leadership
6.8.6 Conclusion
7.1.1 KEY FACTORS THAT CONTRIBUTE TO BUILDING A SUCCESSFUL ONLINE BRAND
7.2 OPPORTUNITIES FOR FURTHER RESEARCH
APPENDIX B - The McKinsey 7S Framework
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50448310 Brand Building on the Internet

50448310 Brand Building on the Internet

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Published by Rashmi Bhatia

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Published by: Rashmi Bhatia on Oct 04, 2011
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10/31/2011

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