Brand Building on the Internet

by Lindstrom, Martin; Andersen, Tim Frank

• ISBN13: 9780749433130
• ISBN10: 0749433132
• Format: Paperback
• Copyright: 2000-08-01
• Publisher: Kogan Page Ltd

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