The Naming of Corporate eBrands

The Naming of Corporate eBrands

Tobias Kollmann (University of Duisburg – Essen, Germany)
Copyright: © 2009 |Pages: 13
DOI: 10.4018/978-1-59904-813-0.ch004
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Abstract

This chapter examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the Net Economy. A prior study of Kohli and LaBahn (1997) covers the formal brand naming process and gives insights into brand name objectives and criteria. To follow the research purpose, their findings have been adapted to entrepreneurial firms in the Net Economy. Three hundred nineteen e-entrepreneurs located in German business incubators were analyzed for their brand naming process. The availability of an appropriate domain name is found to be a basic driver for deciding on a brand name. The domain name influences the course of action during the naming process. Two groups were found that significantly differ in proceeding with the naming process. One group of e-entrepreneurs follows the traditional process of Kohli and LaBahn (1997), whereas the other group follows a new approach giving more emphasis on the domain name. Here, the process shows to be iterative in nature instead of a step by step procedure.
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Introduction

Constant technology developments allow companies to create innovative business ideas (Kollmann, 2006), which accelerate movements especially on technology-driven electronic markets. This dynamic environment makes the development of strong (electronic) brands essential (Ibeh, Luo & Dinnie 2005). Unstable market conditions call for stability in branding since a strong brand prospers from sustained core brand values. In this respect, e-branding encompasses all initiatives and activities of building and managing an online brand with its specific concepts, strategies and designs related to the context of the Net Economy. The rising importance of online branding or e-branding is primarily rooted in the general uncertainty and information overload online consumers attribute to online shopping. Strong e-brands create trust and give orientation during decision making at online transactions. This is the reason why more and more companies increase the efforts in online branding, especially those operating in the area of e-commerce, where trust is an essential prerequisite of customer loyalty. The increasing amount of available information on the Internet leads on the one hand to more transparency of electronic markets and empowerment of customers, which potentially results in decreasing loyalty (Ibeh, Luo, & Dinnie, 2005). Therefore, loyalty has to be regained by a strong e-brand. On the other hand, this information overload also leads to uncertainty of customers to handle vast amounts of information properly and potentially results in increased loyalty to trustful brands. Strong e-brands not only create trust, they also maintain trust.

Different from traditional brands, e-brands face the challenge of creating customer value only by means of the Internet. This comprises restrictions for e-branding in form of limited media usage (only Internet) but provides also major opportunities regarding the multiple facets of electronic networks (interactivity/individuality). Although e-branding is just about to arise from a recent practical phenomenon to a profound, theory-grounded research subject, research about e-branding is not extensive yet. In order to advance research on e-branding, traditional branding concepts need to be analysed with regard to their appropriateness in the Net Economy, before new concepts can be developed. Building a brand commences with defining and developing formal aspects of a brand, like name, logo, design and colours before the brand can be laden with meaning over time in order to develop from a simple sign to a real brand that encompasses emotional and cognitive elements. Within this process the name evolves to be the element that carries all later branding activities. Therefore, this chapter wants to advance research in e-branding by taking a closer look on the naming of e-brands. Special focus will be given to the process of how such names are created and whether this process differs from brand naming in the real economy.

Brand Names

According to Anderson and Bennett (1988)a brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The need for differentiation becomes particularly important when considering the increasing competitiveness in consumer markets. In these markets, functional values are not sufficient anymore to distinguish a company’s products from others. Rather, emotional aspects that add value to the customer’s life are able to make the difference and to legitimize a price premium. Building brand equity is one form for companies to set its own brand apart from others by complementing functional values with cognitive and emotional brand traits in order to give meaning to the customer’s life. Duncan states that a brand is the “perception of an integrated bundle of information and experiences that distinguishes a company and its products from competition” (Duncan, 2002, p.13). Still, a key of creating a brand is the ability to choose a name, logo, symbol, or other attributes that identify a product and already visually separate it from competitors (Keller, 2003). In developing the formal brand identity, the brand name is the first element that needs to be selected as it is the basic fundament of all branding activities. The name is the most used brand information that is communicated to customers, employees, and other stakeholders of the company, because it is the component of a brand which can be spoken or verbalized (Anderson & Bennett, 1988). The selection of a brand name therefore becomes a crucial aspect of the early branding process (Turley & Moore, 1995).

Complete Chapter List

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Dedication
Subir Bandyopadhyay
Table of Contents
Preface
Subir Bandyopadhyay
Acknowledgment
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
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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
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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?
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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
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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
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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
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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
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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
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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 Naukri.com: Case Study of a Successful Dot-Com Venture in India
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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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