CEOs and other executives charged with building an e-Brand often fail to achieve their objective. Their challenges: being led astray by marketing communications agencies, attempting to implement impractical theories, and failing to recognise the implications of technology in the Internet world. e-Brand Optimisation cuts through this clutter to provide a structured view of the subject, allowing you to optimise the value - and profit potential - of your brand on the Internet. You'll begin by understanding the nature of a brand - and why brand equity is important. This will be set in the context of the differences between the online and offline worlds - and how they affect brands. The executive briefing then concentrates on the three stages of development launching, growing and protecting - and how they affect the ability of the e-Brand to fulfill its potential. Here's just some of the vital information you'll find in each section. Launching your e-Brand What is more important than the 'right' strategy? Why the domain name is critical - how to choose the right one, and what to do if it's no longer available? Key criteria when creating the design and navigation of your online presence How to launch market your online presence - with minimum cost - and maximum exposure Growing your e-Brand How to extend your existing real world brand - without damaging it An analysis of the offline and online marketing channels you can use to promote your e-Brand - and how you can use them The strange places where you can find online customers - at minimal cost Why you should never believe online advertising measures - without investigating their limitations The implications of ineffective Customer Service implications in the online world Why - and how - you should partner with others in the e-World Protecting your e-Brand The types of software snarls and marketing mayhem that could affect you - and how to deal with them Why organisational obstacles are self-inflicted injuries that could sometimes be worse than foul play originated by third parties How and why your security and privacy policies should be followed - and be seen to be followed Factors that could cause e-Brand chaos in the future What's more, you'll find a comprehensive brand related glossary and over 15 tables, checklists and illustrations that bring structure and clarity to the subject. There are several touches of humour throughout - you'll learn about technology inspired chaos and why you will be blamed for things that are not your fault. Best of all, e-Brand Optimisation is written in a no-nonsense style, with practical insights that can - and should - be implemented immediately.
- ISBN10 0273653334
- ISBN13 9780273653332
- Publish Date 15 December 2000
- Publish Status Out of Print
- Out of Print 20 October 2009
- Publish Country GB
- Imprint Pearson Education Limited
- Format Paperback
- Pages 160
- Language English