MRKT10028 Web Marketing,

Fall 2009

Week #3
Web Sites

Branding

What is a brand? Is it
An icon or mark (logo) that helps distinguish one
product from another.

A specific characteristic or unique quality that

distinguishes one product from another.

MRKT10028 Web Marketing, Fall 2009

Branding
The sum total of all user experiences with a

particular product or service, building both

reputation and future expectations of benefit.

MRKT10028 Web Marketing, Fall 2009

Is a brand

Tangible or intangible? Tangible

One-way or two-way communication?
2 Way
The product, service or company
or a perception or promise related to it?
What do you expect from brands you
buy?
In-class discussion

MRKT10028 Web Marketing, Fall 2009

Importance of Branding

Brands
Increase r ecognition
Establish t rust
Build loyalty
Half of all consumers consider the brand as
one of the top two most important elements
when deciding what to buy
Other factors include cost, features/characteristics,
nostalgia/familiarity from childhood

13% try a new brand because it was

recommended to them by someone they trust

MRKT10028 Web Marketing, Fall 2009

Brand Loyalty

Strong brands forge emotional connections with

consumers

The more a brand resonates with someone, the more likely

they will be to buy it again (be loyal or committed to it)

E.g., Mac vs. PC users

Attachment to a brand is based on many factors

Overall benefit
Value (vs. price)
Accessibility
Emotional connection
Changing any of these can positively or negatively impact the
relationship between the customer and the brand

People talk more about negative

Read the Interview with Mike Hand of The Hershey

Company (pg 222-226) for additional insights (case study)

MRKT10028 Web Marketing, Fall 2009

Consumer Relationship Levels

Brand Loyal

Committed to the brand; will go out of their way/pay more to get it

Brand Preference

Like/want one brand more than others but wont go too far out of
their way or pay too much for them

Brand Aware

Like one brand over another and may recommend it but wont go
out of their way for it

Brand Conscious

Dont have a preference for one brand over another; use price and
accessibility of products they know as determining factors;
generally steer clear of generic products

Brand Indifferent

Base decisions only on price and convenience; are open to generics

MRKT10028 Web Marketing, Fall 2009

Elements of a Brand

Promise

Includes logos, colours,

The ultimate benefit

fonts, taglines/slogans
(brand identifiers)
Must be consistent across
all marketing elements

the consumer receives

from the product

Personality

Aesthetic presentation,
or how the product
fits you/your lifestyle

Image

Unique Selling Proposition

What makes your product

different from your
competition (unique)

Read the Interview with Tony Meola (pg 242-245) for

insights into brand elements in practice (case study)

MRKT10028 Web Marketing, Fall 2009

Offline vs. Web Marketing

Offline strategies are (generally)

Finite 30 seconds is 30 seconds; 8.5 x 11 is 8.5 x 11
(you can only say so much when restricted in this
way); limited opportunity to be dynamic
Group promotional efforts no way to individualize
the message or measure who sees it/responds to it

The web is a hybrid marketing medium

Marketers use the web for advertising/promotion of

their product (drive traffic to the web site)

Marketers can also use the web to sell advertising to
others marketers
The web can provide sales and/or service processes
Provides increased channels for brand building

MRKT10028 Web Marketing, Fall 2009

Branding on the Web

The web combines promotion with potential

sales/services
Increases the experience for the consumer
More information provided online than offline
Infinite possibilities for providing information,

promoting the brands personality, offering e-sales,

social networking opportunities, etc.
Richer experience than offline methods
Customizaton is possible (based on clickstream
data, ads can be delivered; upsell/cross sell
connections offered, etc.)
The reach of the web is far larger than any other
medium (exposure!)

MRKT10028 Web Marketing, Fall 2009

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Branding on the Web (contd)

Not everything you offer on the web has to
be directly related to selling your
product/service

Many firms offer information only to build the

brand and add value (I.e., Pampers provides

mothers-to-be and new moms with advice and
incentives) => taps directly into their promise!
Build trust => leads to loyalty
Entertainment and social networking leads to
added interaction and better brand building

Plus, forums, etc. give you insight into what your

customers think and you can share the good
ones to help build the emotional connection

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A Final Note

Online marketing initiatives do not operate

outside the overall marketing plan
They are part of it
Integration of online and offline strategies is key
Brand loyalty is built through reinforcement in all
areas
online and offline marketing initiatives
consistency in product/service features and
performance
never confusing the customer with mixed
messages, identifiers, promises, or value provided

MRKT10028 Web Marketing, Fall 2009

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Summary

A brand is the sum total of all user experiences with

a particular product or service, building both reputation
and future expectations of benefit.

It represents your promise to the customer

It includes promise, personality, image identifiers
(colours, fonts, logos, taglines), and a USP

The web provides infinite possibilities for building the

brand, engendering loyalty and trust
It provides (additional) opportunities for customers to
experience and interact with the brand
Branding must be consistent in offline and online media

MRKT10028 Web Marketing, Fall 2009

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Homework (before Fridays lab)

Read Chapter 7 in the text

Study all the Review Questions (pg 253-256) except #10, 13, 16, 19 for the Quick
Quiz on Friday (NOTE: effective immediately, Quick Quizzes will be the first
THREE minutes of each class. Be on time, please!)
Study the company profile you have been provided with in todays class.
What is the primary brand message or promise that this company should focus on in
their marketing initiatives (including on their web site)? Write it down.
Now, using coloured pencils, markers, or paints - and white paper - choose
an appropriate colour scheme (1 primary, 2 secondary), and font(s) (for the
company name only) to use in their marketing materials. Create a basic style
guide showing these (use Word to view/sample Fonts - type the company name to
see how it looks; print and note the font[s] you chose and sketch out the colours on
the same page
create a draft logo (using your colours from above). Use your imagination - do NOT
use the company name (only), it must be a graphical logo (NOTE: do NOT take
images from the Internet sketch freehand no matter how poor an artist you are!)
create a tag line/slogan that reinforces the brand message
Bring all these creative endeavours to class on Friday the lab class will be an
interactive, hands-on lesson in creating brand identifiers using an available web
graphics application (Fireworks). Instruction will NOT be repeated for people who do not
attend (I.e., attendance is mandatory)

MRKT10028 Web Marketing, Fall 2009

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Brand Assignment

1. Brand Message ex. loving pet, eco

friendly yarn.
2. Colours
3. Company Name font 36
4. Slogan font 18 down
5. Logo -

MRKT10028 Web Marketing, Fall 2009

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