Internet Brand Equity

Paper Summary:

In this article, the writer points out that the competitive advantage of successful branding is pervading both the online and offline strategies of many companies, and having a resulting impact on their ability to grow and sustain their revenues. The writer notes that many studies suggest that most customers do not distinguish between branding efforts online and offline, and prefer the interactivity and knowledge available from websites and online tools as viable alternatives to learning more about a company. The writer concludes that creating globally competitive brands is possible using either the offline and online platforms, yet the most powerful brands reinforce each other through the use of the best of both mediums.

From the Paper:

"Creating globally competitive brands is possible using either the offline and online platforms, yet the most powerful brands reinforce each other through the use of the best of both mediums. The long-term competitive value of a successful brand is clear however, as consumers confront an increasingly complex and option-rich world to choose from. Brands have become an essential tool for global consumers to navigate the complexities of making decisions across a vast array of choices. Both business-to-business (sometimes called B2B) and business-to-consumer (B2C) audiences rely on brands and their associated values to make purchasing decisions less stressful and anxiety-ridden and more full of trust, hence where loyalty is created. The phrase "no one ever got fired for buying IBM" is a case in point. The attributes of a successful brand transcend either delivery approach, whether it be online or offline. The core values propagated and communicated through a brand are further strengthened by the specific tools available in both the online and offline arenas."

Sample of Sources Used:

• Ciagouris and Wansley, 2002, "Branding on the Internet,' MarketingPower.com. 25 June 2002.
• Janoff 2001, "Top Retailers Reaping Rewards of Online Branding", Adweek (1 August 2001)
• Keller 2001, "Building Customer-Based Brand Equity", Marketing Management Magazine 1 July 2001.
• Marketing Leadership Council 2002, Elements of Effective Online Branding. Marketing Leadership Council. June 2002. Downloaded from the Internet 19 February 2006. Subscription required.
• Silverstein 2005, The Breakaway Brand Process: How Great Brands Are Built to Win., MarketProfs.com. 6 December 2005. Downloaded from the Internet 19 February 2006. Subscription required.

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• Case Study # 105855 : "Brand Health Audit Exercise"

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