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What Is Brand

A brand is a collection of perceptions in a consumer's mind and an emotional relationship with a company. It occurs when a company's name becomes synonymous with its product. Branding should take place across all aspects of a company. There are three groups of brands - those with a good foundation but poor forethought, those who believe they don't need to improve, and those finely tuning their image and understanding customer perception. Online branding has a greater impact than traditional media due to interactivity and the rise of online B2B transactions. Most B2B companies plan to increase their online spending and use of internet advertising. Key aspects of online B2B branding include relevant website content, customization, and search engine optimization.

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Pankaj Dogra
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115 views9 pages

What Is Brand

A brand is a collection of perceptions in a consumer's mind and an emotional relationship with a company. It occurs when a company's name becomes synonymous with its product. Branding should take place across all aspects of a company. There are three groups of brands - those with a good foundation but poor forethought, those who believe they don't need to improve, and those finely tuning their image and understanding customer perception. Online branding has a greater impact than traditional media due to interactivity and the rise of online B2B transactions. Most B2B companies plan to increase their online spending and use of internet advertising. Key aspects of online B2B branding include relevant website content, customization, and search engine optimization.

Uploaded by

Pankaj Dogra
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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WHAT IS A BRAND?

A COLLECTION OF PERCEPTIONS IN THE MIND OF A


CONSUMER.
AN EMOTIONAL RELATIONSHIP
IT IS WHEN THE COMPANY’S NAME BECOMES
SYNONYMOUS WITH THE PRODUCT.
BRANDING SHOULD OCCUR ON ALL FRONTS
GROUPINGS OF BRANDS:

 GROUP-1:GOOD FOUNDATION, POOR


FORETHOUGHT
 GROUP-2:BRAND AWARENESS, ATTITUDE
THAT ALL ROADS LEAD TO THEM & NO
NEED TO STRIVE TO BE BETTER
 GROUP-3:COMPANY IMAGE BEING FINE
TUNED & UNDERSTAND THE IMPORTANCE
OF CUSTOMER PERCEPTION.
INTERNET AS A TOOL FOR
BRANDING:
 Goal for marketers:
 Branding goals
 Generating leads

 Web branding has greater impact than


traditional media.
 Web offers interactivity.
 The frequency of online B2B transactions
is on the rise
ONLINE B2B MARKETING:
 72% PLAN TO INCREASE THEIR
ONLINE SPENING IN 2007
-Magazine & Forrester
 88% OF THE COMPANIES
WORLDWIDE PLAN TO INCREASE
THEIR ONLINE SPENDING OVER THE
NEXT TWO YEARS.
-The Economist Survey
 49% of b2b firms used online
advertising in 2005 and more
expected to shift.
-American Business Media
 40% of UK B2B marketers use
internet and 63% plan to increase
their spending online, with 1/3rd
aiming for increases of upto 20%
-IAB, UK
WEBSITE DESIGN:
 Context
 Content
 Community
 Customization
 Communication
 Connection
 commerce
B2B E-marketing places:
 Vertical e-marketplace

 Horizontal e-marketplace

 No-frills e-marketplace
Tweaking a B2B Brand Online:
 Snippets in the search engine
 First point of contact
 Marketing and advertising within the
realms of a realistic approach to
optimizing the page for readers and
search engines.
 85% of US and 86% of UK business
executives use search engines
(Garter Group)
Incorporating Relevant Content:
 Requisite of marketing a business on
the internet.
 Without content, nothing else will
matter
 Knowledge of business
 Well-articulated and correct
information.
 Regular updation

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