Page 277 - SBL Integrated Workbook STUDENT 2018

E-marketing

E-branding

A brand is a name, symbol, term, mark or design that enables
customers to identify and distinguish the products of one supplier from
those offered by competitors.

3.1 Potential e-branding strategies:

 match an existing brand e.g. Tiffany

 modify an existing brand e.g. MailOnline

 create a new brand e.g. First Direct

 form a partnership with an existing brand e.g. JustEat

3.2 Differences from traditional branding

 The information needs to be delivered in a more efficient manner

 It requires a more visual identity

 It needs to be easier to find

 It can be more interactive

 It can more easily evolve

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