Key Success Requirements for Online Brand Management

Key Success Requirements for Online Brand Management

Subir Bandyopadhyay (Indiana University Northwest, USA) and Rosemary Serjak (University of Ottawa, Canada)
Copyright: © 2009 |Pages: 15
DOI: 10.4018/978-1-59904-813-0.ch001
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In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the traditional brand management strategy. For example, the control of communication in case of online brand management lies with both the brand manager and the consumer, whereas from the traditional branding perspective, the control by and large rests with the brand manager only. We highlight the differences between traditional brand management and online brand management. We then focus on several key success factors in building a successful online brand, which we believe will help guide the brand manager through a series of steps leading to successful online branding.
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Consumer enthusiasm for online shopping is on the rise. This underlines the dichotomy of supply side and demand side of the online business. Today’s online consumers demand more—they do not like limited selection, slow downloads, and inadequate navigation. The e-tailers who are unable to meet rising customer expectations are destined to fail. To operate successfully, e-tailers need a clear competitive advantage based on an attractive offering, a viable business model, and a dedicated brand management team. Success also depends on loyal customers who keep on buying products and, more importantly, bring in more loyal customers through positive word-of-mouth communication. Because the Internet is in a continuous dynamic state, firms need to follow a flexible e-brand management policy. Recent trends indicate that one viable business model could encompass both a physical brick-and-mortar presence and an Internet presence.

Marketing over the Internet implies a whole new dimension in which to engage, retain, and transact with the consumer. The future looks bright for the brand manager because the number of potential customers seems boundless. It was projected that (1) the number of computers connected to the Internet grew from 2.2 million to over 43 million worldwide between January 1994 and January 1999 and (2) the number of Internet users was over 160 million as of March 1999, with over 90% of these users having joined in the last 5 years (Hanson, 2000). A recent report showed that all of these projections have been greatly exceeded; as of December 2002, there are 580 million Internet users worldwide (Nielsen-NetRatings, 2003).

Today’s most successful companies, along with companies that desire to meet with financial success, are quite aware of the power of the Internet (such as economy of scale, direct communication with the consumer across the globe, etc.). However, it is still considered a relatively new mechanism with respect to the opportunity for online brand development. Due to the relative newness of the Internet and its unknown potentials, many companies do not have a results-driven path toward developing a brand on the Internet. A preliminary step includes dissecting what brand management entails for the online marketer. Although a number of recent books (see, for example, Braunstein & Levin, 2000; Carpenter, 2000; Kania, 2000; Ries & Ries, 2000) and articles (see, for example, Aaker, 2002; McWilliam, 2000; Murphy, Raffa, & Mizerski, 2003; Sealy, 1999) have addressed the issue of e-branding, no one has articulated the critical differences between traditional and online brand management. For a brand manager, it is imperative to appreciate these differences. It is natural for a brand manager to apply his/her off-line brand experience to online branding. While this approach will work to some extent, it will fail to appreciate some of the unique features of the Internet. For example, the control of communication in case of online brand management lies with both the brand manager and the consumer, whereas from the traditional branding perspective, the control mainly rests with the brand manager only.

In the following paragraphs, we will highlight two brands—one traditional off-line brand foraying into online branding, and the other a purely online brand—to show how online branding differs from traditional branding. The first brand is Procter & Gamble’s Pampers diaper. Similar to many name brands, Procter & Gamble struggles to differentiate its Pampers from its competitors’. Fortunately, its Web site ( has enabled Pampers to augment its core product in a variety of ways. The notable online strategies are as follows: (1) the popular “Vantastic Sweepstakes” offered a Chrysler van full of diapers; (2) a “gift pack” provided a convenient way to send a supply of Pampers along with a Fisher-Price toy to a friend; (3) a playing center, a sharing center, and a learning center offer visitors an opportunity to explore a plethora of practical issues; and (4) the Parenting Institute offers advice from experts on a myriad of issues such as health, development, and child care (see Aaker, 2002, for more details). These unique features have made the Pampers Web site the second most popular baby-care products. It is important to note that all the strategies mentioned above are unique to the Web and are difficult to duplicate in the traditional brick-and-mortar business.

Complete Chapter List

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Subir Bandyopadhyay
Table of Contents
Subir Bandyopadhyay
Subir Bandyopadhyay
Chapter 1
Subir Bandyopadhyay, Rosemary Serjak
In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager... Sample PDF
Key Success Requirements for Online Brand Management
Chapter 2
Luis Casaló
The Internet is taking on an increasingly major role in political marketing and branding strategies. This is because of the use that the public... Sample PDF
The Role of Blogs on a Successful Political Branding Strategy
Chapter 3
Aslihan Nasir, Süphan Nasir
Today, as business becomes ever more challenging, brands become the main assets of many companies. Fierce competition forces companies to... Sample PDF
Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?
Chapter 4
Tobias Kollmann
This chapter examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the Net Economy. A prior study of Kohli... Sample PDF
The Naming of Corporate eBrands
Chapter 5
Patrali Chatterjee
Consumer-centric organizations recognize customer relationships with brands as a source of sustainable competitive advantage that they can leverage... Sample PDF
Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability
Chapter 6
Fang Wan, Ning Nan, Malcolm Smith
Though marketers are aware that online marketing strategies are crucial to attract visitors to Web sites and make the Web site sticky (Hoffman et... Sample PDF
Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal
Chapter 7
José J. Canals-Cerdá
Internet markets are usually under the command of a market intermediary that charges fees for its services. Differences in quality across items... Sample PDF
Nonlinear Pricing in E-Commerce
Chapter 8
S. Ramesh Kumar
Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and it impact on online strategies... Sample PDF
The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
Chapter 9
Sanjeev Swami
Until 1997, job seekers in India would wait the whole week for the weekly supplements of various newspapers, or sundry employment journals and... Sample PDF
Job Search at Case Study of a Successful Dot-Com Venture in India
Chapter 10
Peter O’Connor
Since its launch in 1994, the Web has continued to grow at a phenomenal rate, from an estimated one billion Web documents in 2001 to over eleven... Sample PDF
Trademark Infringement in Pay-Per-Click Advertising
Chapter 11
Robert Pennington
Brands have evolved from signs of property rights to signs of product attributes to signs of consumer attributes. Brands have become an important... Sample PDF
E-Branding the Consumer for Cultural Presence in Virtual Communities
Chapter 12
Terry Daugherty, Harsha Gangadharbatla, Matthew S. Eastin
As the Internet expands to include individual applications such as banking, shopping, information gathering, and so on, brand managers and marketers... Sample PDF
Impact of Internet Self-Efficacy on E-Service Brands
Chapter 13
Shintaro Okazaki, Radoslav Škapa
This study examines Websites created by American multinational corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we... Sample PDF
Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic
Chapter 14
Dahui Li, Glenn J. Browne, James C. Wetherbe
Limited studies have investigated online consumer loyalty and retention from a relationship orientation in electronic commerce research. It is... Sample PDF
Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective
Chapter 15
Piyush Sharma, Rajiv Mathur, Abhinav Dhawan
Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in... Sample PDF
Understanding Consumer Reactions to Offshore Outsourcing of Customer Services
Chapter 16
Edward J. Garrity
This paper develops a new model of web information systems success that takes into account both intrinsic and extrinsic motivating factors. The... Sample PDF
An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success
Chapter 17
Christy M.K. Cheung
The topic of online consumer behavior has been examined under various contexts over the years. Although researchers from a variety of business... Sample PDF
A Critical Review of Online Consumer Behavior
Chapter 18
Patricia T. Warrington, Elizabeth Gangstad, Richard Feinberg, Ko de Ruyter
Multi-channel retailers that utilize an eCRM approach stand to benefit in multiple arenas - by providing targeted customer service as well as... Sample PDF
Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM
Chapter 19
Chung-Hoon Park, Young-Gul Kim
Among the potential determinants of consumers’ commitment to on-line shopping site are information features of the web site because on-line shopping... Sample PDF
The Effect of Information Satisfaction and Relational Benefit on Consumer's On-Line Shopping Site Commitment
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