Branding.com: On-Line Branding for Marketing Success [Hardcover]

Deborah Kania (Author)

Book Description

Publication Date: February 15, 2001

On-line branding--brand marketing on the Internet--is now the biggest challenge facing most marketers. "Branding.com" reveals why branding is the most important element in any marketing plan and why it must be uniquely executed in each medium--including on the Internet--in order to be successful. For companies extending their branding efforts onto the Internet, as well as for web entrepreneurs who are looking to brand a product or service exclusively on-line, "Branding.com" explores the basics of on-line brand marketing and shows how to plan and execute a successful on-line branding strategy and how to develop a "next generation media mix" to leverage both on-line and off-line marketing media in promoting a brand.

Editorial Reviews

From the Inside Flap

Branding.com is your guide to developing an online branding strategy that fits seamlessly with your marketing plan while adapting to the unique conditions of the Web. You'll learn how to transform your brand from a "thing" to an "experience"--one that your customers will not only remember but actively seek online.

If marketing options such as rich media, interstitials, and virtual communities make your head spin, take heart. Branding.com goes far beyond website banner advertising to explain how many new technologies work and how some companies are using them to great advantage. You'll discover which methods boast the greatest potential for brand-linked recall, which are considered most annoying to consumers, and which might be right for your brand, in the context of your online branding strategy.

From the overnight marketing success (and sob) stories of the dot-corns to the triumphs and failures of traditional, offline brands, Branding.com reveals why certain companies made the choices they did when designing their websites, selecting their technologies, or reexamining their brand objectives in the context of the new medium.

Lessons from the front highlight the responsive, forward-thinking Web marketing tactics of companies such as:

• Volvo, which uses the Web to help its brand become hipper

• Avon, whose virtual beauty consultant stands in for the Avon Lady

• The Sharper Image, which relies on three dimensional product views to simulate the in-store experience customers have always valued

Like it or not, your website is affecting your brand at this very moment--and the impression may not be what you would wish. Branding.com explains what makes a website powerful, shows you how to take your site beyond stickiness to achieve magnet status, and reveals the biggest site killers (outdated information is number one).

You'll also learn more about:

• Click-through, and why it is only appropriate for measuring response, not brand awareness

• The surprising cost-effectiveness of Web advertising

• Why some marketers argue that the Web is best suited for brand preference rather than brand awareness--and how emerging formats such as rich media and interstitials are proving them wrong

For a thorough introduction to Web marketing and an engaging account of current and future technologies and their applications, Branding.com is the book you'll want at your fingertips as you prepare to meet the enormous challenge of taking your brand online.

From the Back Cover

On-line branding is new. . complex. . . and incredibly effective. Consider that Amazon.com made Interbrand's list of the top 60 most-recognized brands in the world just five years after coming to market. It is now more recognizable than Pampers brand, which was introduced in 1961. The Web offers unprecedented market reach and unmatched potential for brand loyalty--and the time is now to integrate it into your media mix. Branding.com is your guide to developing an on-line branding strategy that fits seamlessly with your marketing plan, while adapting to the unique conditions of the Web and the demands of the "e-customer." You'll learn how to transform your brand from a "thing" to an "experience"--one that your customers will not only remember, but actively seek on-line.

If marketing options such as rich media, interstitials, and virtual communities make your head spin, take heart. Branding.com goes far beyond web banner advertising, to explain how many new technologies work and how some companies are using them to great advantage. You'll discover which methods boast the greatest potential for brand-linked recall, which are considered most annoying to consumers, and which might be right for your brand, in the context of your on-line branding strategy.

Branding.com leads you through the evolution of the worldwide Web and its phenomenal impact on the marketplace. From the "overnight" marketing success stories of the dot-coms, to the triumphs and failures of traditional, "offline" brands, Branding.com reveals why certain companies made the choices they did when designing their web sites, selecting their technologies, or re-examining their brand objectives in the context of the new medium. Every marketer wants to know: "Will my current brand message work on the Web?" Branding.com explains why some brands may have to alter their messages or their methods to satisfy the e-customer, who wants an experience, not just a product or service. Lessons from the front highlight the responsive, forward-thinking Web marketing tactics of companies such as:

* Volvo, who used the Web to help its brand become "hipper." * Avon, whose "virtual beauty consultant" stands in for the Avon Lady * The Sharper Image, who introduced 3-dimensional product views to simulate the in-store experience customers have always valued * 1-800-Flowers, who leverages its primary brand attributes of convenience and quality to give customers a hassle-free Web experience

Like it or not, your Web site is impacting your brand at this very moment--and the impression may not be what you would wish. Branding.com explains what makes a Web site powerful. . . shows you how to take your site beyond stickiness to achieve "magnet" status. . . and reveals the biggest site killers (outdated information is number one).

You'll also learn more about: * Click-through, and why it's only appropriate for measuring response, not brand awareness * The surprising cost-effectiveness of Web advertising * Why some marketers argue that the Web is best suited for brand preference rather than brand awareness--and how emerging formats such as rich media and interstitials are proving them wrong

A pair of in-depth case studies take you step by step through the successful on-line branding strategies of UPS and Virgin Atlantic Airways. Input from CEOs and brand managers at each company reveal how certain branding decisions played out on-line.

For a thorough introduction to Web marketing and an engaging account of current and future technologies and their applications, Branding.com is the book you'll want at your fingertips as you prepare to meet the enormous challenge of taking your brand on-line.

See all Editorial Reviews

Product Details

• Hardcover: 285 pages
• Publisher: McGraw-Hill Companies (February 15, 2001)
• Language: English
• ISBN-10: 0658003070
• ISBN-13: 978-0658003073
• Product Dimensions: 9.3 x 6.4 x 1.1 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 3.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,710,342 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Very organized and well thought out., July 8, 2001

By A Customer

This review is from: Branding.com: On-Line Branding for Marketing Success (Hardcover)

As a business consultant and former internet executive , I found Branding.com to be well organized and well thought out. It presents the basics of internet branding and marketing in a manner that marketing managers, as well as non-marketing managers and executives, can utilize effectively. In addition to providing the basics, it does provide a variety of strategic directions that can help all firms that are interested in establishing their on-line brand. Overall, I'd rate this book as one that any manager involved with internet commerce should have on their bookshelf!

3 of 4 people found the following review helpful:

3.0 out of 5 stars Too General, Just another On-line Branding Book, June 27, 2001

By 

Kok Hoe (Singapore) - See all my reviews

This review is from: Branding.com: On-Line Branding for Marketing Success (Hardcover)

This book focused too much on "on-line banner". It also covered sucessful on-line brand which we are just too familiar. There isn't much effort in providing other example. The book appear to be more like a report for reader to understand what is happening on the interent today, rather than providing useful insight for reader to use in the near future. The tag line of "On-line Branding for Marketing Success" does not seem to fit.

It's good for readers who is not familiar with on-line marketing as this book offers very basic information.This is just another book about Branding via Internet.

1.0 out of 5 stars Seriously out of date, April 6, 2006

By 

JinLee (Seattle, WA) - See all my reviews

This review is from: Branding.com: On-Line Branding for Marketing Success (Hardcover)

So much for the impact of online marketing and branding, most of the companies in the book are out of business just 5 years later.