Brand Building on the Internet

by LINDSTROM MARTIN

ISBN13:

9780749433130

ISBN10:

0749433132

Format:

Paperback

Pub. Date:

8/1/2000

Publisher(s):

Kogan Page Ltd

Other versions by this Author

List Price: ~~$32.95~~

More New and Used
from Private Sellers

Starting at $0.94

Rent Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

New Textbook

We're Sorry
Sold Out

Summary

Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions 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? -- How is it possible to measure the real value of branding a site?

Author Biography

Martin Lindstrom is founder of ZIVO (BBDO Interactive).

About this book

(2)

A new source of income

(1)

From niche to mass medium

(1)

The Internet makes new demands on brands

(2)

Eighty percent of all business in the USA and Uk are already online

(1)

Success provides experience

(1)

Summary of chapters

(1)

Breaking new ground

(1)

The Internet in historic perspective

(8)

Introduction and development of electronic media

(3)

Media made the world smaller

(1)

Utilisation of the media

(1)

The Internet viewed in the light of our experiences

(3)

Introduction to the Internet

(8)

Protocols, linguistic standards and programming - in brief

(2)

The three levels of the Internet

(1)

News groups (UseNet) and mailing lists

(1)

Interactive media: IRC (chart rooms) and WWW, etc.

(1)

Searching the Internet

(2)

The Internet as an effective marketing tool

(26)

It's all about communication - not technology

(1)

The three development stages

(5)

The strategy must be deeply rooted in the organisation

(2)

Companies must be intellectually committed to the net

(1)

When should we start?

(1)

Where should we start?

(4)

Your web address will itself become a brand name

(1)

Be indispensable to the target group

(1)

Know and recognise your core skills

(1)

Give the users something to take home

(2)

From mass communication to customisation

(1)

Understand - and leverage on the strong points of the Internet

(7)

Does your product or service suit the Internet

(24)

The product's interactive potential is decisive for its relevance on the Internet

(1)

Which products are most suitable for the Internet?

(2)

Successful online sales in the year 2002

(13)

Search database

(1)

Transport, dispatch and communication

(1)

News reporting

(1)

It all takes time...

(1)

From passivity to interactivity

(24)

The Internet has no convention s

(1)

The moment vanishes on the Internet

(1)

The Internet requires action

(1)

What is interactivity?

(2)

Flow and the Internet

(3)

There is a difference between interactivity and navigation

(4)

Good user dialogue demands a well-designed interface

(1)

Definition of user-friendliness

(2)

Ten design guidelines which lead to better dialogue

(7)

Without motivation, nothing is achieved

(2)

The Internet as a creator of loyalty

101

(22)

Loyalty as a fashion phenomenon

102

(1)

Why are people loyal?

103

(3)

Loyalty is no longer an `either/or' phenomenon

106

(1)

Think of loyalty as virtual love

107

(1)

The Internet gives the brand personality

108

(3)

Only if your dare to open up on the Internet are you using the medium on its own terms

111

(2)

The consumer's expectations in the future

113

(3)

The Internet brings a new intimacy

116

(1)

The user is a radio station

117

(1)

The medium imposes obligations

118

(1)

Ten pieces of advice that can help to create loyalty

118

(3)

The future of direct e-marketing

121

(2)

Why brand-build on the Internet?

123

(12)

A brief introduction to the concept of brand-building

124

(1)

The value of a strong brand to the producer

125

(1)

The value of a strong brand to the customers

125

(1)

Brands are about trust

126

(2)

Leveraging real-world brand equity

128

(1)

Global brands get a global medium

129

(2)

The benefits of two-way brand-building

131

(1)

Why is there an increasing interest in the individualisation of communication

132

(3)

Strategic building up of brands on the Internet

135

(42)

Web segmentation

137

(15)

Embody the brand

138

(1)

Segmentation of users on the Internet

139

(2)

Selection of web values

141

(3)

Strategic considerations regarding brand attitude

144

(1)

Development of the brand platform

145

(1)

The four brand key elements

146

(1)

A brand not only talks - it also listens, learns and reacts

147

(1)

Selection of a brand's set of values

147

(5)

Web brand-building

152

(18)

Determination of the number of value centres

153

(1)

The website as an amusement park in cyberspace

154

(4)

The Internet as a product benefit

158

(8)

Error messages can brand-build when they are used correctly

166

(4)

Web objectives

170

(7)

Measurement of the communication value of the website

171

(4)

How are the concrete objectives set?

175

(2)

Development of a Web Concept Briefing

177

(24)

Selection of a concept category

178

(1)

I-branding websites

179

(4)

Build the brand, not a brochure

182

(1)

Involve through interactivity

182

(1)

Get intimate via dialogue

182

(1)

Expect results and measure them

183

(1)

Give the consumer added value - all the time

183

(1)

E-commerce websites

183

(5)

It's about creating a business not a website

186

(1)

Select and focus

186

(1)

Define a clear market position

186

(1)

Product information creates consumer empowerment

187

(1)

Create an ongoing relationship

187

(1)

E-operation websites

188

(3)

Five criteria for a successful e-operation strategy

190

(1)

Synchronous customer management

191

(1)

Designing the website interface

192

(3)

Development of a Web Concept Briefing

195

(2)

Web Concept Briefing

197

(4)

Online communities - the virtual marketplaces of the future

201

(24)

Why communities are so interesting to companies

203

(1)

Something for something

204

(1)

What characteristics does a good community have?

205

(1)

Communication and content are integrated

206

(1)

Users are not all alike!

207

(2)

There are many different kinds of community

209

(3)

The five basic needs

212

(4)

Benefits of communities for companies

216

(1)

How do you build up a community?

217

(4)

Where will the income come from?

221

(4)

How do I create traffic on my website?

225

(24)

Pr and the Press

226

(1)

The company is invisible on the net...!

227

(4)

Internet marketing

231

(1)

Advertisers on the net

232

(4)

How banner marketing works

236

(2)

What do we want to know and what can we measure?

238

(6)

Advertising networks

244

(1)

Ten design rules to make banner advertisements more effective

245

(4)

New forms of advertising

249

(14)

Sponsorship

250

(1)

Microsites

250

(2)

Interstitials or intermercials

252

(1)

Alliances and affiliate programs

253

(2)

Guerrilla marketing

255

(1)

Push advertisements

255

(1)

Agent-based forms of advertising

255

(1)

Direct e-marketing

256

(1)

Opt in

257

(1)

Five percent of all spam is gone!

258

(1)

Integration with other marketing activities

258

(5)

When the browser becomes invisible

263

(10)

Warning - access for nerds only!

264

(1)

Welcome to the net - here is your personal newspaper

265

(1)

When online and offline merge

266

(2)

The browser as part of the operating system

268

(1)

The Internet as part of television

268

(4)

When the Internet reaches ubiquity

272

(1)

The intelligent website

273

(22)

The anonymous consumer disappears

274

(4)

In the future every consumer will have an agent

278

(4)

The agent - a threat or an opportunity!

282

(7)

The survival for agents will be the infomediary

289

(1)

The significance of infomediaries for society

289

(2)

Infomediaries will change the role of analysis agencies

291

(4)

The future belongs to the consumers

295

(9)

When the customers take power

296

(1)

Websters - the consumers of the future

297

(1)

Aspects not covered by this book

297

(3)

On the brink of two new Internets

300

(2)

Is there an end of all this?

302

(2)

The ten Internet commandments

304

(2)

Brand Building on the Internet

9780749433130

Rent Textbook

Used Textbook

eTextbook

New Textbook

Summary

Author Biography

Table of Contents