Use Of Internet As A Brand Building Tool

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Use Of Internet As A Brand Building Tool

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Author : Richards Macdonald
language : en
Publisher: GRIN Verlag
Release Date : 2013-04-22

Use Of Internet As A Brand Building Tool written by Richards Macdonald and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-22 with Computers categories.

Seminar paper from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: A, The University of Chicago, language: English, abstract: The emergence of the Internet has provided a powerful marketing medium for all businesses, whether big or small, new or old. It has enabled all types of businesses to promote their brands easily. The Internet explosion in the past few years has changed the entire business processes and outlined the future business operations. The changes are visible in almost all business operations, and they have initiated rethinking of supply chain networks, reconfiguration of products and services or revamping of business models. The most significant change has been noticed in the promotional activities and in the use of the Internet as a brand building tool. The Internet has offered new opportunities, making traditional business practices outdated. It provided the opportunity to reach a wide range of audience and create never-before possible propositions. It also provided a new tool for promoting business, interacting with people and building relationships. It has also empowered customers with information and many options, and has changed the fundamental concepts of interaction between companies and customers. These tremendous changes in customer relationships, customer service and branding require new strategies and tools for brand building. The Internet has enabled new entrepreneurs to create new and strong brands, thus leaving established brands behind. Internet companies like Amazon.com, Yahoo!, eBay, and America Online (AOL) have established strong brands in a short span of time, whereas the traditional companies have taken decades for the same. Figure 1 below exhibits the time taken in years by the Internet companies in reaching $100 million mark.

Brand Building On The Internet

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Author : Martin Lindström
language : en
Publisher:
Release Date : 2000

Brand Building On The Internet written by Martin Lindström and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Brand marketing categories.

A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan?; what types of companies are best-suited to market our product on the Internet?; how can a systematic dialogue between the consumer and the brand be created?; how can strong traffic on a site be created?; and how is it possible to measure the real value of branding a site? There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M & Ms, FedEX, Kodak, Volkswagen, and Visa.

Strategic E Brand Management For Small Enterprises

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Author : Alexandre Georjon
language : en
Publisher: GRIN Verlag
Release Date : 2004-02-11

Strategic E Brand Management For Small Enterprises written by Alexandre Georjon and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-02-11 with Business & Economics categories.

Master's Thesis from the year 2004 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 97%, University of Geneva (HEC (Haute Etudes Commerciales)), language: English, abstract: This study analyses the reasons and how to integrate successfully the Internet in the brand strategy of a small enterprise in order to maximise the effects resulting thereof as an effective brand-building tool. To understand clearly the issues of the Internet integration in a small enterprise, the study considers a theoretical approach and a practical case of a small business called Bambino Mio Ltd. This firm is producing cotton nappies and distributing them in the UK and Spain (and soon in Europe). Its channels of distribution are, on the one hand, classic with distributors and on the other hand through Internet, which provides the user detailed product information and a limited possibility to purchase online. Before starting the analysis of the different marketing aspects related to the Internet, the study exposes the key brand elements being the source of a successful migration of the Small and Medium Enterprise's (SME) offline brand to the Web. In addition, it appears that the notion of small and medium enterprise is not only a moderator in term of Internet and marketing opportunity, but implies a different approach of the problem due to the particular constraints related to the sector of SMEs. This kind of organisation has to proceed primarily through an evaluation of its situation in term of market position (level of competition, life-stage of the products and of the firm) and then define the profile of its target market in terms of geographic, demographic, psychographic and behaviouristic segmentation. The results of this first part will help the ‘manager-owner’ to define his brand identity, fundamental notion about the products, which will be used to build the Internet’s branding strategy to have a consistent and convenient message. Then the branding section will explain how to define the 6 facets of the brand identity prism and the tangible aspects of the brand. The study considers then the reasons encouraging SMEs to integrate the Internet. First of all, in connection with the previous part, the influences of the Web on strategic branding is analysed partly in order to identify the consequences of the migration of the brand from the tangible world to the virtual one. Actually this transformation implies several kinds of gains such as cost reductions, ability for SMEs to compete at the same level as large companies and improve the communication (one-to-one and many-to-many models) amongst others. [...]

Digital And Social Media Marketing

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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11

Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Novel Brand Building Strategies Through Social Media Marketing

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Author : Raghu G
language : en
Publisher:
Release Date : 2013

Novel Brand Building Strategies Through Social Media Marketing written by Raghu G and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.

Social media has presented a new ways of conducting the brand research among both the young and traditional consumer at low cost. This paper presents ways of using social media sites in the work place environment which are used by different companies in implementing social media strategies that has greater impact in brand building and understanding various social media platforms for efficient and cost effective use of social media tools to track consumer brand. In today's world, internet and surfing the web to gather and share information has become a key driver for consumers to track brand recognition online. Social media has long been associated with brand tools such as Facebook, MySpace,YouTube, Flickr and Twitter leading the growth and development of brand through social media marketing through internet marketing.The research study was carried out to understand the ways of building brand through social media marketing and a well defined questionnaire was used effectively to gather information from the respondents of know characteristics of the population. The type of sampling used was stratified sampling where the data collected from the respondents were having clear knowledge about research study. The tools that were used in analyzing the data are correlation-test, Chi-Square test and so on.

Understanding Digital Marketing

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Author : Dishek J. Mankad
language : en
Publisher: BPB Publications
Release Date : 2019-09-18

Understanding Digital Marketing written by Dishek J. Mankad and has been published by BPB Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-09-18 with Business & Economics categories.

Basic guide to learn digital media platform DESCRIPTION The book discusses various digital media and analyses how the field of marketing can benefit from them. This book is divided into 15 chapters. The Chapters includes, marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of the online consumer followed by CRM strategies that organizations can use with the help of the digital medium to retain and grow customer relationship. Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce. Ê Online Tools for Marketing, deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. The Contemporary Digital Revolution deals with the world of online co-creation communities and offers in-depth discussion on Social Media marketing, Email Marketing, Online advertising. Apart from that it also includes how to generate the lead for you business, how to perform the mobile web marketing, how to affiliate marketing. What is Ad Sense and how it is worked how to get approved form ad sense. Introductory part of The Web Analytical Tools. As a Manager any one must aware with the creation of the strategy. So, for that I also add the how to create the digital marketing strategy. Finally, The Freelancer work, how to earn money with digital marketing by doing work as a freelancer.Ê Numerous examples, exhibits, and illustrations have been included to help students assimilate the concepts better. KEY FEATURES Learn the concept of marketing in the Digital Era Understand the role of the online consumer followed by CRM strategies which organizations can use with the help of the digital medium Know the Online Tools for Marketing, various Web tools for building consumer engagement Book explains steps to generate the lead for your business WHAT WILL YOU LEARN Basic concepts of Digital Marketing Website Planning & Creation, Search Engine Optimization(SEO) PPC Advertising With Google & Optimization Google Analytics WHO THIS BOOK IS FOR Digital Marketing is designed as a textbook for management students specialising in marketing. Table of Contents 1. Digital Marketing : An Overview 2. Website Planning & Creation 3. Search Engine Optimization(SEO) 4. PPC Advertising With Google & Optimization 5. Google Analytics 6. Social Media Marketing 7. E Ð Mail Marketing 8. Online Advertising 9. Lead Generation For Business 10. Mobile Web Marketing 11. Affiliate Marketing 12. Google Adsense & Blogging 13. Digital Marketing Ð The Web Analytics 14. Creating Digital Marketing Strategy 15. Marketing Money As Freelancer

Unlock Your Potential Transform Your Personal Brand Online With Our Ultimate Guide

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Author : SATAPOLCEO
language : en
Publisher: satapol Channarong
Release Date :

Unlock Your Potential Transform Your Personal Brand Online With Our Ultimate Guide written by SATAPOLCEO and has been published by satapol Channarong this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.

Have you ever felt lost in the vast sea of the internet, struggling to make your unique voice heard? Have you faced challenges in building your personal brand online, unsure of where to start or how to stand out? If these questions resonate with you, then "The Ultimate Guide to Building Your Personal Brand Online: From Start to Success" is your answer! Why This Book? In today’s digital age, having a strong personal brand is more important than ever. It opens doors to new opportunities, helps you connect with like-minded individuals, and sets you apart in your industry. But building a personal brand is no easy task. It requires strategy, consistency, and a deep understanding of digital marketing. That’s where this book comes in. Experience the Journey Imagine having a step-by-step guide that walks you through every aspect of building your personal brand online. This book is crafted to be that guide, packed with actionable insights, real-life examples, and proven strategies. Have you ever experienced these common challenges? Lack of Clarity: Not knowing where to start or how to define your brand. Content Creation Struggles: Finding it difficult to create engaging content that resonates with your audience. Social Media Overwhelm: Feeling overwhelmed by the myriad of social media platforms and not knowing which one to focus on. Inconsistent Engagement: Struggling to keep your audience engaged and growing your follower base. Monetization Woes: Not knowing how to monetize your brand effectively. If you’ve nodded along to any of these, then you’re not alone. These are the very challenges that countless individuals face, and this book addresses them head-on. Key Highlights and Solutions 1. Defining Your Brand: The book begins by helping you discover your unique value proposition and define your brand’s core values. It guides you through the process of creating a brand statement that resonates with your target audience. No more confusion or lack of direction – you’ll have a clear, compelling brand identity. 2. Crafting Engaging Content: Content is king, but creating content that truly engages can be daunting. This book offers tips on storytelling, leveraging multimedia, and utilizing content calendars. You’ll learn how to craft posts, videos, and blogs that captivate and convert. 3. Mastering Social Media: With so many platforms to choose from, where do you begin? The book breaks down the strengths of each major platform, helping you decide where to focus your efforts. From Instagram’s visual appeal to LinkedIn’s professional networking potential, you’ll learn to navigate each platform with ease. 4. Building Relationships: Engagement is more than just likes and comments; it’s about building meaningful relationships. The book provides strategies for interacting with your audience, responding to feedback, and creating a loyal community around your brand. 5. Monetizing Your Brand: Turning your brand into a source of income is often the ultimate goal. The book explores various monetization strategies, from affiliate marketing to creating your own products and services. You’ll learn how to create multiple revenue streams and sustain your brand financially. Example Solutions from the Book: Problem: Not knowing how to start building a personal brand. Solution: The book’s initial chapters focus on self-discovery exercises and help you identify your unique strengths and passions. These exercises guide you in creating a solid foundation for your brand by clearly defining what sets you apart from others. Problem: Struggling to create engaging content consistently. Solution: The book introduces the concept of content pillars – key themes that your content will revolve around. By establishing these pillars, you’ll never run out of ideas and ensure your content remains relevant and engaging. The book also provides templates and tools for content planning, making consistency easier to achieve. Problem: Overwhelmed by multiple social media platforms. Solution: Instead of spreading yourself too thin, the book helps you identify which platforms best align with your brand and audience. You’ll learn to create platform-specific strategies, maximizing your impact on each one without feeling overwhelmed. Problem: Low engagement and audience growth. Solution: The book offers techniques to boost engagement through interactive content, polls, Q&A sessions, and live videos. You’ll discover how to foster a sense of community and encourage your audience to become active participants, not just passive followers. Problem: Difficulty in monetizing your brand. Solution: Whether you’re interested in affiliate marketing, sponsorships, or selling your own products, the book provides step-by-step guides to different monetization methods. You’ll learn how to create compelling offers, market them effectively, and build sustainable income streams. Transform Your Challenges into Success Building a personal brand online is a journey filled with ups and downs, but with the right guide, you can navigate it successfully. "The Ultimate Guide to Building Your Personal Brand Online: From Start to Success" is designed to be your trusted companion on this journey. It’s not just a book; it’s a toolkit filled with actionable insights, expert advice, and practical examples. Imagine transforming your online presence, attracting opportunities, and turning your passion into profit. This book empowers you to take control of your personal brand and make a lasting impact. Take the First Step Today Don’t let the challenges of building a personal brand hold you back. Equip yourself with the knowledge and tools needed to succeed. Get your copy of "The Ultimate Guide to Building Your Personal Brand Online: From Start to Success" today and start your journey towards a powerful personal brand. Special Offer: Limited Time Discount For a limited time, we’re offering an exclusive discount to early adopters. Don’t miss out on this opportunity to invest in your future. Click the link below to purchase your copy and take the first step towards building a brand that stands out in the digital world. Buy Now and Transform Your Brand! Remember, every successful personal brand started with a single step. Make today the day you take yours. Thank you for joining me on this journey. I look forward to seeing your brand shine. SATAPOLCEO

The Role Of Viral Advertising In Brand Equity Building

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Author : Fotini Mastroianni
language : en
Publisher: GRIN Verlag
Release Date : 2017-04-03

The Role Of Viral Advertising In Brand Equity Building written by Fotini Mastroianni and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-03 with Business & Economics categories.

Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: This paper presents the role of viral marketing in building brand equity. There are many well known theories that are generally accepted regarding brand equity. Although these theories are quite old, they are still used in academic research. According to Keller (1993:39): “Brand equity is defined in terms of the marketing effects uniquely attributable to the brand”. Aaker elaborated the brand equity dimensions, however, his theories do not explain what the direct causes of brand equity are. The present study is based on the existing theories on brand equity and viral marketing and provides new insights developed for the football players. There are limited research and theories on this case. The focus of the study will be on brand equity which is developed when the consumer knows the brand. The other dimensions of brand equity such as brand loyalty and perceived quality are created when the consumers know the brand. The present thesis, in particular, does not focus on the effects of brand equity but it is mostly concerned with brand awareness. This applies in case of football players and consequently, it results in a deeper comprehension on how important brand awareness is for the development of brand equity. The present thesis focuses on a relatively new topic which is word-of-mouth through the Internet, in other words, viral marketing. Although, in recent years, there are many studies on viral marketing, however, there is little known on how effective viral marketing is and the extent on which it influences the actual behavior of the consumer. This thesis will provide a better understanding on the extent of viral marketing effectiveness on brand awareness and equity which will help in explaining if viral marketing is a useful tool to use to develop brand awareness which in its turn will result in brand equity. All relevant marketing theories regarding viral marketing and brand equity are used as a theoretical reference when the football players branding practices are being assessed and explained. Developing a real brand is important for a football player to continue his business career when his athletic career ends.

Internet Marketing

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Author : Rafi Mohammed
language : en
Publisher: Irwin/McGraw-Hill
Release Date : 2002

Internet Marketing written by Rafi Mohammed and has been published by Irwin/McGraw-Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.

Upper-level undergraduate, MBA, and Executive MBA courses focussed on Internet marketing strategy and implementation. This text presents a road-tested framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship with the customer through four stages; from Awareness, to Exploration/Expansion, to Commitment, and possibly through Dissolution. This four stage customer-centric framework shows readers how to use the Internet to create intense and profitable relationships with their customers. In addition to comprehensively discussing the key levers that marketers can use to create relationships, the authors focus on two primary forces that the Internet brings to marketing - the Individual and Interactivity - detailing how these forces influence key marketing levers and how these forces can be leveraged to create intense relationships with customers.

Branding

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Author : Michael Hill
language : en
Publisher: Independently Published
Release Date : 2019-01-07

Branding written by Michael Hill and has been published by Independently Published this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-07 with categories.

Starting a Business With Top Brand Strategies and Build Successful Product Things You Will Learn Understand the true idea of branding and why people buy brands Identify your target customer like a pro Define a real value of your product Learn top techniques for finding a sticky brand names Create brand personality to build relationship with your customers Learn how to separate yourself from the crowd The book focuses on a strategic approach to brand building and using online platforms to your benefit. Learn how to master your website, blog, social network profiles and YouTube channels with this unique book. It will help you to understand the essence of branding and the difference between marketing and branding. It primarily focuses on the individual brand and product, and is a tool to position you in this global world, make impact and make money. Don't be indifferent, be the difference. Brand building is essential for today's companies. No matter if it is a big brand, or a less known, but every product has to have its customers and consumers. Also, every person who became a brand has to have a fan-base to go by the name of a brand. This book is aimed at those who want to create and establish a brand by using online tools, social networks, and platforms. This Book covers What Is Branding? The Benefits of Building a Captivating Brand The Fundamentals for Building Your Brand Tips on How to Create and Maintain your Personal Brand Building a Brand The Impact of SEO in Your Branding Efforts The Traits of Successful Brands Branding Your Business with Social Media Effective Branding Techniques that attract customers Reasons Why Personal Brands Fade This book is for All entrepreneurs running physical product business Physical product startups founders Anybody interested and willing to learn more about branding Anybody who want to start a new business Anyone want to learn how to share your brand story with the world