Intro to eCommerce Rayport Jaworski Chapter 7 Enhanced

Table 7 -3: Types of Brands Traditional Brands On-line Brands The product / service

Table 7 -4: Similarities and Differences in Offline vs. Online Branding 7 Last Updated:

Table 7 -4: Similarities and Differences in Offline vs. Online Branding, cont’d 8 Last

Table 7 -5: Case Studies of Successful Online Branding Efforts 9 Last Updated: 01/10/01

Exhibit 7 -7: Online Branding Choices Target Audience Product Scope Value Objective Component of

Exhibit 7 -8: WWW. AA. COM 1 Last Updated: 01/10/01 Copyright 2001 by Marketspace

Exhibit 7 -9: Assessment of Key Branding Elements Comparison Continental On-line Branding Best-in-Class American

Exhibit 7 -11: www. monster. com 1 Last Updated: 01/10/01 Copyright 2001 by Marketspace

Exhibit 7 -12: Assessment of Key Branding Elements Online Branding Best-in-Class Monster. com 1

Table 7 -6: Market. Watch. com Marketing Communications Direct Personalized Permission marketing emails sent

Exhibit 7 -14: Assessment of Key Branding Elements for Market. Watch. com = Very

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Exhibit 7 -3: What Is a Good Brand? Marketing Communications Mix of off-line and on-line advertising Emphasizes advantages to AAdvantage memberships, including non-expiring miles and on-line services Superior service AAdvantage frequent flier mile club Award winning Admirals Club lounges Comfortable chairs Portable defibrillators on every flight Safe, on-time transportation from A to B “Wrap-arounds” Core Product / Service Brand Prestige 2 Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC

Exhibit 7 -4: A Simple Conceptual Model of Brand Equity A good brand. . . … provides positive consumer responses. . . BRAND AWARENESS Depth Breadth Market Communication … and benefits both target customers and the firm CUSTOMER BENEFITS Confidence Loyalty Satisfaction “Wrap-arounds” Core Product / Service BRAND ASSOCIATIONS Strength Relevant Consistent Valence Uniqueness Memorable Disinctive FIRM BENEFITS Reduce marketing costs Increased margins Opportunity for brand extensions Last Updated: Source: Kevin Keller, Strategic Brand Management (Saddle River: Prentice-Hall, 1998); David Aaker, Building Strong Brands (New York: The Free Press, 1995); Strategic 01/10/01 Copyright 2001 by Marketspace LLC Market Research Group; Marketspace Analysis. 3

Table 7 -3: Types of Brands Traditional Brands On-line Brands The product / service with which the brand is associated was established offline in the bricks-and-mortar world The product / service with which the brand is associated was established in the online world Examples: – The Gap – Amazon – UPS – Yahoo – Dell – ZDNet – JCrew – AOL – Mc. Donalds – Priceline – Office. Max – CDNow – Ragu – Wingspanbank – Coca-Cola – E*Trade – Disney 4 Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC

Exhibit 7 -5: Brand Presence Mix of Promotional Activities Off-line Online Brands Yahoo Egghead Yahoo Magazine Product Establishment Wingspan bank Schwab Traditional Brands Ragu Source: Monitor Analysis 5 Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC

Exhibit 7 -6: Building an On-Line Brand 1. Clearly define the brand audience Value Cluster Integrated Campaign 2. Understand the customer 3. Identify key leverage points in customer experience 4. Continually monitor competitors 5. Design compelling and complete Brand Intent 6. Execute with integrity 7. Be consistent over time 8. Establish feedback systems 9. Be opportunistic 10. Invest and be patient 6 Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC

Exhibit 7 -7: Online Branding Choices Target Audience Product Scope Value Objective Component of Brand Equity Who do we want to target? What product / service are you offering them? What value do you want to derive from your on-line presence? What part of brand equity do you want to build? Brand Creation Brand Awareness Sales Leads Broad Vs. Focused (Specific Segments) Broad Vs. Focused (Specific Products / Services) Store Traffic Product Trial Brand Association Customer Benefits Product Sales Brand Reinforcement Source: Forrester Research, Monitor Analysis 1 Firm Benefits Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC

Exhibit 7 -9: Assessment of Key Branding Elements Comparison Continental On-line Branding Best-in-Class American Airlines CV CV = very low = moderate 1 = high CVc = very high Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC

Exhibit 7 -10: Assessment of Key Brand Attributes On-line Branding Best-in-Class American Airlines = very low = moderate 1 Comparison Continental = high = very high Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC

Table 7 -6: Market. Watch. com Marketing Communications Direct Personalized Permission marketing emails sent to groups from opt-in lists Individualized Audience Focus Broad Traditional Mass Marketing Television – Advertising on CBS – Mentions and scrolls during CBS shows – CBS Marketwatch Weekend – Contributions to CBS News. Path Outdoor Advertising – Outdoor placards – Bus advertisements in target cities Radio – Contributions to Westwood One Radio Network – Spots during NFL radio broadcasts – Mentions on CBS owned and operated radio stations Print – Limited ads in trade journals Conferences – Participation in online finance, online journalism and internet-related conferences General Approaches Advertising on major portals (e. g. , Yahoo!, Lycos, Excite, Alta Vista) Advertising on CBS site and other CBS internet partners (e. g. CBS Sports. Line, CBS Health. Watch) Advertisements on targeted sites (e. g. other online financial sites) Provision of content and tools to sites (e. g. , AOL, Quicken. com) Licensing content arrangements CBS Marketwatch Survivor contest Free information onsite Offline Online Communication Needs 1 Last Updated: 01/10/01 Copyright 2001 by Marketspace LLC