WHAT IS A BRAND?

A COLLECTION OF PERCEPTIONS IN THE MIND OF A

CONSUMER.
AN EMOTIONAL RELATIONSHIP
IT IS WHEN THE COMPANY’S NAME BECOMES
SYNONYMOUS WITH THE PRODUCT.
BRANDING SHOULD OCCUR ON ALL FRONTS
GROUPINGS OF BRANDS:

 GROUP-1:GOOD FOUNDATION, POOR

FORETHOUGHT
 GROUP-2:BRAND AWARENESS, ATTITUDE
THAT ALL ROADS LEAD TO THEM & NO
NEED TO STRIVE TO BE BETTER
 GROUP-3:COMPANY IMAGE BEING FINE
TUNED & UNDERSTAND THE IMPORTANCE
OF CUSTOMER PERCEPTION.
INTERNET AS A TOOL FOR
BRANDING:
 Goal for marketers:
 Branding goals
 Generating leads

 Web branding has greater impact than

traditional media.
 Web offers interactivity.
 The frequency of online B2B transactions
is on the rise
ONLINE B2B MARKETING:
 72% PLAN TO INCREASE THEIR
ONLINE SPENING IN 2007
-Magazine & Forrester
 88% OF THE COMPANIES
WORLDWIDE PLAN TO INCREASE
THEIR ONLINE SPENDING OVER THE
NEXT TWO YEARS.
-The Economist Survey
 49% of b2b firms used online
advertising in 2005 and more
expected to shift.
-American Business Media
 40% of UK B2B marketers use
internet and 63% plan to increase
their spending online, with 1/3rd
aiming for increases of upto 20%
-IAB, UK
WEBSITE DESIGN:
 Context
 Content
 Community
 Customization
 Communication
 Connection
 commerce
B2B E-marketing places:
 Vertical e-marketplace

 Horizontal e-marketplace

 No-frills e-marketplace
Tweaking a B2B Brand Online:
 Snippets in the search engine
 First point of contact
 Marketing and advertising within the
realms of a realistic approach to
optimizing the page for readers and
search engines.
 85% of US and 86% of UK business
executives use search engines
(Garter Group)
Incorporating Relevant Content:
 Requisite of marketing a business on
the internet.
 Without content, nothing else will
matter
 Knowledge of business
 Well-articulated and correct
information.
 Regular updation