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Building a powerful e-brand

by Claudie Clot, CEO of advancis.com

3. e-Branding for today and tomorrow

An astute brand manager will be concerned about changes in consumer and customer behaviors and will reposition his brand accordingly. An astute e-brand manager must also anticipate changes in the cyberspace environment to make sure the e-brand's direction is right on target.

The Internet as we know it is about to change thanks to the advent of wireless devices. How do you build an e-brand that will survive change and allow your company to reap the benefits of this new wave of web surfers? Anticipate and make the right investments today. While I may sit in front on my computer for hours searching for a site that offers excatly what I need, I certainly don't intend to surf page and page of search engine results on a wireless phone. I will probably use the device's preset choices or type the URL of the site that comes to mind.

This leads me to the ultimate goal of e-branding: securing a portion of your target market's mindshare. In other words, your audience must think of your brand first when seeking the product, service, or content your offer. Simple but powerful concept that will make your company a key player in the wireless web environment.

Footnotes: 1. Jean-Noel Kapferer, Strategic Brand Management : Creating and Sustaining Brand Equity Long Term, p20. 2 Jean-Noel Kapferer, Strategic Brand Management : Creating and Sustaining Brand Equity Long Term, p37.

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Useful links
Build. Protect. Transform your brands and eBrands into power eBrands From eBrand to Powerful eBrand
Developing fully-integrated online marketing communications program Online Advantage
Developing your e-brand using the latest Internet marketing tools Start eBranding today
   
Recommended reading
 
Strategic Brand Management : Creating and Sustaining Brand Equity
Long Term
by Jean-Noel Kapferer
Kogan Page Ltd; ISBN: 0749420693
Avoiding spammarketing First-mover advantage: a new perspective on Internet marketing

 

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