The emergence of the Internet has provided a powerful marketing medium for all businesses, whether big or small, new or old. It has enabled all types of businesses to promote their brands easily. The Internet explosion in the past few years has changed the entire business processes and outlined the future business operations. The changes are visible in almost all business operations, and they have initiated rethinking of supply chain networks, reconfiguration of products and services or revamping of business models. The most significant change has been noticed in the promotional activities and in the use of the Internet as a brand building tool. The Internet has offered new opportunities, making traditional business practices outdated. It provided the opportunity to reach a wide range of audience and create never-before possible propositions. It also provided a new tool for promoting business, interacting with people and building relationships. It has also empowered customers with information and many options, and has changed the fundamental concepts of interaction between companies and customers. These tremendous changes in customer relationships, customer service and branding require new strategies and tools for brand building. The Internet has enabled new entrepreneurs to create new and strong brands, thus leaving established brands behind. Internet companies like Amazon.com, Yahoo!, eBay, and America Online (AOL) have established strong brands in a short span of time, whereas the traditional companies have taken decades for the same. Figure 1 below exhibits the time taken in years by the Internet companies in reaching $100 million mark.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- What is Branding
- Brand Value for Customers
- Brand Value for Companies
- Internet as a Brand Building Tool
- Stages of Using the Internet for Brand Building
- Attracting
- Engaging
- Retaining
- Learning
- Relating
- The 7Cs Framework for Using the Internet as a Brand Building Tool
- Conclusion
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text examines the emergence of the internet as a powerful tool for building brands, analyzing its impact on traditional business practices and exploring the unique advantages it offers to companies. The text focuses on the evolving landscape of marketing and brand promotion in the digital age.- The role of the internet in modern brand building
- The stages of using the internet to build a brand
- The value of branding for both companies and customers
- The impact of the internet on traditional business models
- The significance of the internet as a communication tool for businesses
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction examines the transformative impact of the internet on business practices, particularly in marketing and brand building. The text highlights the internet's ability to reach a wider audience, create new propositions, and build relationships. The chapter "What is Branding" defines branding as a blend of tangible and intangible attributes symbolized in a trademark, emphasizing its role in generating value for both the company and its customers. The chapter "Brand Value for Customers" explores the numerous benefits of branding for customers, including product identification, time-saving, quality assurance, product differentiation, satisfaction, and ethical brand behavior. The chapter "Brand Value for Companies" outlines the crucial role of brand building in increasing market share, profits, and overall leverage for businesses. It discusses the benefits of branding for building customer loyalty, dominating the market, attracting investors, and preventing competition. The chapter "Internet as a Brand Building Tool" highlights the internet's emergence as a powerful tool for brand building, emphasizing its role in facilitating effective communication between businesses and their customers.Schlüsselwörter (Keywords)
This text centers on the key concepts of brand building, internet marketing, customer engagement, online communication, and the impact of digital technology on traditional business models. The text emphasizes the importance of utilizing the internet as a strategic tool for achieving brand success in a rapidly evolving digital landscape.- Quote paper
- Richards Macdonald (Author), 2011, Use of Internet as a Brand Building Tool, Munich, GRIN Verlag, https://www.grin.com/document/213348
