Online Branding and the B2B Context

2018 ◽  
pp. 163-176
Author(s):  
Robert Bamm ◽  
Marc Helbling ◽  
Kaisa Joukanen
Keyword(s):  
Online Branding

Young consumer-brand relationship building potential using digital marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1993-2017 ◽  
Author(s):  
Nicolla Confos ◽  
Teresa Davis
Keyword(s):  
Digital Media ◽  
Relationship Building ◽  
Digital Marketing ◽  
Content Type ◽  
Marketing Environment ◽  
Online Branding ◽  
Brand Relationship ◽  
Branding Strategies ◽  
Young Consumers ◽  
Mobile Phone Applications

Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

Online Brand Expansion towards the Offline Setting

2014 ◽  
pp. 69-89
Author(s):  
Rafael Bravo ◽  
Leif E. Hem ◽  
José M. Pina
Keyword(s):  
Brand Image ◽  
Brand Extension ◽  
Perceived Fit ◽  
Brand Alliances ◽  
Product Categories ◽  
Online Branding ◽  
Parent Brand ◽  
Emotional Dimensions ◽  
Online Brands ◽  
The Impact

Brand extension and brand alliances are two possible strategies to expand the brand towards different product categories. In this chapter, the authors focus on brands that are well-known for their online services launching offline products. They analyse the results of these strategies in terms of their effects on parent brand image and under different conditions of initial brand image and perceived fit. In order to meet these aims, an empirical study was conducted to 407 undergraduates in a Spanish University. Data are analysed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused specially on the functional and emotional dimensions of brand image, (3) the effect is more negative for online brands with higher image than for online brands with lower image, and (4) the effect is more negative in the case of an alliance with an offline brand with low image than in the case of an alliance with an offline brand with high image or in a brand extension. This work covers some gaps in the previous literature in online branding. The authors apply concepts and theories used in brand extensions and alliances literature in an offline setting by delving into the differences of these effects on the brand image dimensions. The results obtained in this work may help brand practitioners expand their brands towards different product categories.

Online Brand Expansion Towards the Offline Setting

2017 ◽  
pp. 383-405
Author(s):  
Rafael Bravo ◽  
Leif E. Hem ◽  
José M. Pina
Keyword(s):  
Brand Image ◽  
Brand Extension ◽  
Perceived Fit ◽  
Brand Alliances ◽  
Product Categories ◽  
Online Branding ◽  
Parent Brand ◽  
Emotional Dimensions ◽  
Online Brands ◽  
The Impact

Brand extension and brand alliances are two possible strategies to expand the brand towards different product categories. In this chapter, the authors focus on brands that are well-known for their online services launching offline products. They analyse the results of these strategies in terms of their effects on parent brand image and under different conditions of initial brand image and perceived fit. In order to meet these aims, an empirical study was conducted to 407 undergraduates in a Spanish University. Data are analysed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused specially on the functional and emotional dimensions of brand image, (3) the effect is more negative for online brands with higher image than for online brands with lower image, and (4) the effect is more negative in the case of an alliance with an offline brand with low image than in the case of an alliance with an offline brand with high image or in a brand extension. This work covers some gaps in the previous literature in online branding. The authors apply concepts and theories used in brand extensions and alliances literature in an offline setting by delving into the differences of these effects on the brand image dimensions. The results obtained in this work may help brand practitioners expand their brands towards different product categories.

Taking Public Health Learning Global through Branding and Identity Management

2012 ◽  
pp. 24-45 ◽  
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Public Health ◽  
Identity Management ◽  
State University ◽  
Global Public Health ◽  
The Public ◽  
Graduate Degrees ◽  
Online Branding ◽  
Kansas State University ◽  
Potential Methods ◽  
Definition Of

“Pathways to Public Health” involves undergraduate and graduate degrees offered fully online through Kansas State University (K-State) to both meet the needs of traditional-age learners and professionals in the public health field who will need formal credentialing. This curriculum offers learning with global implications and has a wide potential to benefit global learners. In light of this, this chapter explores potential methods for online branding and identity management for this course series as a central analytical aspect of the program’s development and launch. This chapter will address the following issues: an environmental scan of the global public health environment; the definition of the core identity; a branding strategy using the World Wide Web (WWW), Internet, and Web 2.0 affordances (to reach both internal and external “publics”); an initial risk assessment; legal considerations; work implications of the global branding; the engagement of students and graduates in the branding outreach, and the maintenance of this brand over time.

Factors Affecting the Success of Online Branding

2011 ◽  
Vol 1 (4) ◽  
pp. 20-32 ◽  
Author(s):  
Riyad Eid ◽  
Raja Yahya Al Sharief ◽  
Laila Hussein
Keyword(s):  
University Students ◽  
Success Factors ◽  
Marketing Communications ◽  
Critical Factors ◽  
Factors Affecting ◽  
Critical Success ◽  
Online Branding ◽  
Sales And Marketing ◽  
Online Business ◽  
Crucial Part

Online branding has become a crucial part of companies’ activity since the mid-90s, when internet expansion began. As internet activity starts playing bigger and greater roles in sales and marketing communications, online branding becomes more important. However, the challenge for organisations today is to advance their online business activities. To address this challenge, organisations need to understand the critical success factors for building an online brand. This paper discusses this issue proposes 9 critical factors classified into two categories and validated empirically through a sample of 150 university students. The significance, importance, and implications for each category are discussed and then recommendations are made.

Key Success Requirements for Online Brand Management

2010 ◽  
pp. 1-15 ◽  
Author(s):  
Subir Bandyopadhyay ◽  
Rosemary Serjak
Keyword(s):  
Management Strategy ◽  
Success Factors ◽  
Brand Management ◽  
The Internet ◽  
Online Environment ◽  
Key Success Factors ◽  
Online Branding ◽  
Brick And Mortar ◽  
Online Brands ◽  
Key Features

In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the traditional brand management strategy. For example, the control of communication in case of online brand management lies with both the brand manager and the consumer, whereas from the traditional branding perspective, the control by and large rests with the brand manager only. We highlight the differences between traditional brand management and online brand management. We then focus on several key success factors in building a successful online brand, which we believe will help guide the brand manager through a series of steps leading to successful online branding.

scholarly journals The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-generated Content

2019 ◽  
Vol 11 (17) ◽  
pp. 4649 ◽  
Author(s):  
Yasin ◽  
Porcu ◽  
Liébana-Cabanillas
Keyword(s):  
Online Survey ◽  
Banking Sector ◽  
Islamic Banking ◽  
Brand Experience ◽  
Banking Services ◽  
Brand Communities ◽  
Online Branding ◽  
Online Brand Communities ◽  
The Impact

The purpose of this study is to assess the antecedent role of brand experience (BE) in the intention to forward online company-generated content (CGC) within an online Islamic banking sector. The present study analyzed 387 valid responses collected through an online survey conducted among a number of online Islamic bank customers in Palestine. The results of this study revealed that BE has a stronger influence on customers’ intention to forward online company-generated contents. This research pioneers the empirical research in Palestinian Islamic banking systems exploring the instrumental role of BE on customers’ engagement behaviors, as well as the intention to forward online CGC. In addition, this research aims to fill the existing gap in the under-researched area of the online branding of Islamic banking services.

scholarly journals Key Factors for Online Branding Success in India: An ISM Approach

2020 ◽  
Vol 9 (1) ◽  
pp. 42-50
Author(s):  
Mandeep Kaur
Keyword(s):  
Success Factors ◽  
Future Research ◽  
Structural Modelling ◽  
Branding Strategy ◽  
Key Factors ◽  
Critical Success ◽  
Online Branding ◽  
Proposed Model ◽  
Brick And Mortar ◽  
Modelling Approach

In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.

scholarly journals Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

2020 ◽  
Vol 13 (3) ◽  
pp. 436-446
Author(s):  
Yiran Su ◽  
Bradley J. Baker ◽  
Jason P. Doyle ◽  
Meimei Yan
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Short Form ◽  
Video Sharing ◽  
Online Branding ◽  
Shared Content ◽  
Sport Industry ◽  
Social Media Platforms ◽  
Media Platform ◽  
Fan Engagement

As COVID-19 lockdowns force most sport leagues into hiatus, engaging fans has emerged as a key challenge confronting the sport industry. While navigating social distancing protocols, athletes are experimenting with new ways to connect with their fans. Alongside established social media platforms (e.g., Twitter, Facebook, and Instagram), TikTok, a short-form video-sharing platform, has gained prominence in terms of registered users and shared content. Yet, little is known about the utility of TikTok as an athlete branding tool. This study uses a netnographic approach to explore the use of TikTok among athletes (N = 10) during the COVID-19 pandemic. Findings reveal that athlete-generated TikTok videos are characterized as playful and authentic. While athletes are recent adopters of TikTok, this emerging social media platform can be profitably integrated into their online branding strategies. Communicating via TikTok presents opportunities for athletes to foster existing fan relationships, promote branded content, and appeal to new fan segments. Overall, athletes and sport practitioners can leverage these findings to create content for an audience that is attracted to novelty and the activities of athletes extending beyond game highlights or interviews.

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