9780749433130

Brand Building on the Internet

by ;
  • ISBN13:

    9780749433130

  • ISBN10:

    0749433132

  • Format: Paperback
  • Copyright: 2000-08-01
  • Publisher: Kogan Page Ltd
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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).

Table of Contents

About this book 1(2)
A new source of income
3(1)
From niche to mass medium
4(1)
The Internet makes new demands on brands
5(2)
Eighty percent of all business in the USA and Uk are already online
7(1)
Success provides experience
8(1)
Summary of chapters
9(1)
Breaking new ground
10(1)
The Internet in historic perspective
11(8)
Introduction and development of electronic media
13(3)
Media made the world smaller
16(1)
Utilisation of the media
16(1)
The Internet viewed in the light of our experiences
16(3)
Introduction to the Internet
19(8)
Protocols, linguistic standards and programming - in brief
20(2)
The three levels of the Internet
22(1)
News groups (UseNet) and mailing lists
23(1)
Interactive media: IRC (chart rooms) and WWW, etc.
24(1)
Searching the Internet
25(2)
The Internet as an effective marketing tool
27(26)
It's all about communication - not technology
28(1)
The three development stages
29(5)
The strategy must be deeply rooted in the organisation
34(2)
Companies must be intellectually committed to the net
36(1)
When should we start?
37(1)
Where should we start?
37(4)
Your web address will itself become a brand name
41(1)
Be indispensable to the target group
42(1)
Know and recognise your core skills
42(1)
Give the users something to take home
43(2)
From mass communication to customisation
45(1)
Understand - and leverage on the strong points of the Internet
46(7)
Does your product or service suit the Internet
53(24)
The product's interactive potential is decisive for its relevance on the Internet
57(1)
Which products are most suitable for the Internet?
58(2)
Successful online sales in the year 2002
60(13)
Search database
73(1)
Transport, dispatch and communication
74(1)
News reporting
75(1)
It all takes time...
76(1)
From passivity to interactivity
77(24)
The Internet has no convention s
78(1)
The moment vanishes on the Internet
78(1)
The Internet requires action
79(1)
What is interactivity?
80(2)
Flow and the Internet
82(3)
There is a difference between interactivity and navigation
85(4)
Good user dialogue demands a well-designed interface
89(1)
Definition of user-friendliness
90(2)
Ten design guidelines which lead to better dialogue
92(7)
Without motivation, nothing is achieved
99(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)
Recommended links 306(1)
Glossary 307(9)
References 316(3)
About the authors 319

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