Online Brand Building and Management Essay by marketing1

Online Brand Building and Management
Analyzes the different ways a company can establish and maintain a brand presence online.
# 67960 | 1,895 words | 13 sources | APA | 2006 | US

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This paper analyzes the transition of b2c versus b2b to the internet. It provides recommendations for the brand manager to establish a brand presence online, including: search engine optimization, paid search, emails, rich media, sponsorship and banner advertisements. Each of these items is then digressed upon to show how a brand manager would measure the results and associated success of the online branding tools.
The paper includes a graph.

From the Paper:

"Mass emails were once an effective tool for a marketing manager, but new legislation, and the increasing annoyance with SPAM, puts a bad light on any company looking to use this option. In B2B many marketing managers have turned to business newsletters, a less frequent communication with higher informational content. Business newsletters provide more value to the receiver than a mass email, and are more likely to be read. Clow and Baack state that the number of individuals who complain that they received many e-mail ads rose from 44% to 70% over the last two years. The authors go on to say that the number who report they delete ads without even looking at them rose from 31% to 55% over the same time period (2004). Marketing managers must turn to new forms of brand building to increase the effectiveness of their advertising dollars."

Cite this Essay:

APA Format

Online Brand Building and Management (2006, July 25) Retrieved December 05, 2022, from

MLA Format

"Online Brand Building and Management" 25 July 2006. Web. 05 December. 2022. <>