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Description of E-brand Optimisation

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.

Title Information

ISBN:

9780273653332

Pages:

160 pages

Format:

Paperback

Product Code:

13417

Publisher:

FT Prentice Hall

Published:

15/12/2000

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About Kris Wadia

Kris Wadia is an Associate Partner in the UK Financial Services practice of a global management consultancy firm. A Chartered Certified Accountant by education, he is also a Member of the Institute of Direct Marketing. His career has included employment with blue-chip multinationals in publishing and financial services in Europe and Asia. His previous books include the Asian Direct Marketing Handbook and Successful Financial Management. Kris has presented insights on the subject of e-Branding and e-Marketing to audiences around the world since 1996.

Contents of E-brand Optimisation

Contents include:

Defining Brand Equity

How e-Brands differ from real world brands

Launching an e-Brand

Growing an e-Brand

Protecting your e-Brand

Understanding eMarketing measures and their limitations

Glossary of branding related terminology

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