09.e branding
TRANSCRIPT
THARAKA DIASDirector – Essence BTC
MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)
“E-branding” refers to the sum total of a company`s values, attitudes, vision, mission, personality and appearance that is projected to the audience online.
-electronicbranding.blogspot.in.
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E-Branding is the next wave of development online.
Brand is how you market yourself to others. E-Brand is a digital representation of yourself
online. Brand is who you are and what you stand for.
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Direct Relationship between Customer and Brand owner’s
Helps in better sales & Brand loyalty To strengthen To deliver
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Easy to survive among competitors. Helps to build familiarity and loyalty from
consumers. Convenient to gain reputation amongst
customers. Becomes the digital asset for a company.
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Easy to expand customer relationship.
Helps to be a part of the grand global internet community of the 21st century.
Result in higher sales of not only one product, but other products associated with brand.
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-If used skillfully, social media is the best medium through which we can interact with our customers. -People use social media for our business.
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How quickly website loads.How easy it is to navigate and
understand website. How easily they contact you. How effective are e-letters.Where else they found website
links, etc.
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brand value can get into consumer's perception
Listening consumer inside
long term commitment to build a strong brand
Increasing new consumer via WOM
Directly communicate with consumer without any social platform
Hold on a huge of loyalty consumers
Brands' expectation
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What’s an Online Brand Community?
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Get inform about new products for purchasing and recommendations
Give you insights and new ideas to develop your business
Identify the most active brand lovers to turn them into evangelists
Make sure they criticize your brand /product where you can easily monitor and contact them
Control the development of a bad buzz(Crisis management) due to brand detractors and trolls .
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LearningNetworking Sharing Experiences Job OpportunitiesFree GiveawaysSolutions to ProblemsMeeting Experts
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Realizing your platform. Don’t leave your technical team alone at this
Step. Don’t leave your valuing concept uselessly.
PLATFORM DEVELOPMENT
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While your technical team developing the platform, you got jobs to do with very first
members before the community platform being established.
INCEPTION
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After a long road, now you have a … baby community.
Everything seems just started.This is the first step
ESTABLISHMENT
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From junior to senior community• You also need to worry about the return on
investment here.
MATURITY
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Community platform with
exclusive content and interesting
activities
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Create a website Place ads onlineUsing e-mailSetting up or participating in online
social network
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Product Pricing Place Promotion Display ads CPI/CPM – Cost per impression/cost per
mille CPC – Cost per click CPL – Cost per Lead (25% of clicks) CPA – Cost per acquisition
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Integration of the online and offline brand experience
User friendly site Interactive chats Lively online communities Domain names – e.x
www.google.co.uk/www.google.co.in Brand spiraling – using traditional media to
promote online website Mobile marketing Location based mobile – Bluetooth technology
use to communicate in side stores. (sony/McDonalds)
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Brand spiraling – using the traditional media to promote and attract consumers to an online website is called as brand spiraling
Cannibalization- the decrease in demand for an existing product due to the introduction of a new product by the same manufacturer
Display ads – online ads that contain text, logo, photography etc.
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