| Branding and Brand Management are considered the
most pivotal dynamics of today’s enterprise. The world
of internet however emphasizes a unique connotation of
what a brand should be. The creation of an internet
brand means to create a user experience. An excerpt of
a column by HYPERLINK "http://www.clickz.com/3622709"
Robert Manning stresses it as follows:
“In the Internet space, branding means creating a
great user experience. Internet branding moves beyond
logo, tagline, key messages and graphic identity into
the customer's real-time interaction with the brand, for
the entirety of the online experience.
Building brand equity via the Internet requires all
the positioning skills of an ad agency, but perhaps more
importantly; it requires the keen foresight of an
information architect or usability guru. Internet brand
strategy requires the expertise of a human factors
engineer to plan web site construction and management
around how and why people use a particular web site in
the first place.
Every company seeking to use the Internet to further
establish brand equity should focus on offering utility
that is not found in the physical world, while
guaranteeing key functionality speed, intuitive
navigation, ease of use, content quality,
personalization, customer service, and security and
privacy assurances.
As the Internet is an interactive, user-initiated
medium, Internet brand strategists must also be
exceptional listeners, especially since digital
consumers are no longer passive recipients of marketing
messages. Because increased dialogue is the by-product
of exceptional web development, Internet brand
strategists should be judged on how well they interpret
and utilize customer feedback.”
In the wake of the aforementioned demands for
establishing an Internet Brand, the presenter will take
on the fundamental aspect of Internet Branding which is
its naming convention. This 30 minute presentation will
attempt to discover strategies for establishing a
successful internet brand name.
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