| Brand Management for Electronic Commerce | ||
| Group 4 Presentation Links | Alexei
Karassev Audra Morris Brandon Barnes |
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What is a Brand? |
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http://brandconsult.com
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Brand Management Strategy on the Internet |
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http://www.tsunamiweb.com
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What is a domain name? |
Domain names are the familiar, easy to remember names for
computers on the Internet (such as internic.net). They correspond to a
series of numbers (called Internet Protocol numbers) that serve as routing
addresses on the Internet. Domain names are used generally as a convenient
way of locating information and reaching others on the Internet.
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Domain registration |
Internet Corporation for Assigned Names and Numbers
provides useful information about practical and legal issues of
registering the domain name for personal and business use. ICANN is also
in charge of accreditation of private companies that have a right to
register domain names, e.g. Network Solutions or Register.com
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http://www.icann.org
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| InterNIC used to be the primary registration entity, and
still their web site provides a lot of information about domain name
issues and also links to all private registrars.
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http://www.internic.net
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| Cyber squatters | Companies that are in the business of buying and selling
domain names. Due to the legal flaws for some period of time they were
able to make significant amounts of money selling big corporations their
own names. Now it is against the law to "steal" someone else's
trademark and use it as a part or whole of domain name.
Interesting information about that question can be found on the C|Net news website with keyword "cybersquatter". Some "squatter corp." links are provided on the right.
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http://www.register.com
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| Brand Promotion Strategies | This article discusses that the internet can be a strange
world and that a consumer wants to feel comfortable with their online
shopping. Advertising agencies are starting to use celebrities to promote
Web sites, e-commerce companies, search engines and e-tailers. Since most
consumers are feeling overwhelmed with all sorts of dot-com companies
offering all sorts of services and goods, ad agencies feel that
celebrities can offer credibility to a website. Most of the celebrities
endorse more newly formed dot-com companies and, rather than manage a
brand, the celebrities can add a feeling of legitimacy for potential
consumers. Think about the schwab.com adds with the different sport
personalities talking about how the website creates a smarter investor
(that a person with little to not knowledge of financial matters can do
well and speak intelligently about investing). Also, celebrities are
part-owners of newly formed dot-com companies. Whoopi Goldberg is
part-owner of a gift certificate website, flooz.com, and appears in the
advertising.
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www.nytimes.com
"The Media Business" by Stuart Elliot November 16, 1999, Tuesday Business/Financial Desk |
| Evolution of Brand Management with Internet | With the Internet, more and more brand management needs to
be interactive. Most of the big dot-com companies,
AOL/Yahoo/Amazon/Netscape Communications have only recently emerged as the
champions of the virtual marketplace. However, they need to stay on top of
their game. One of the most effective ways to do so is called
"permission marketing". You have to engage the consumer in
participating in your marketing efforts.
Even the companies that cannot sell their products online, i.e., Coke and General Motors, have a presence on this medium. The companies should already be trying to get online, but creating and managing a brand may prove elusive for awhile. With the demographics of the online consumer quite appealing to may dot-com companies, the youngest generation (also the largest since the baby boomers) have grown up online and it would be considered very negligent to not experiment for now with brand management online.
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"Branding on the Net" |
| Some useful company links | Here we made a list of different companies that provide
useful information about the creating and managing the brand, and
protecting it both from technological and technological point of view.
|
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| The Market Write Company | This
is a brand name development facility designed to help startup companies
come up with an innovative name that is easy to recall, attractive, and
has symbolism in different languages.
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www.marketwrite.com |
| WebPro.com | WebPro
is a corporate web site design and development firm. It provides integrated programming services to distinguished
corporate, small business and non-profit clients by successfully and
strategically extending their brand equities on the web.
They have monthly reports division specifically focused on web site
traffic and help people build a brand identity.
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www.webint.com |
| Corporate Security Management | They
help startups establish brand security by creating firewalls.
Also, they provide maintenance, upgrades, conversions, and
monitoring.
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www.corporatesecurity.net |
| Brand Management Issues | Deals
with issues on Brand Management. It
is an online discussions similar to what happens in a classroom
discussion.
|
discussion group |
| BrandWire |
BrandWire
provides book reviews, information on upcoming events and the latest news
on what’s happening in corporate identity and brand management world.
The also have links to other online branding and identity sources.
|
www.brandwire.com |
| Journal of Product and Brand Management | On
this site you can gain leading edge research, case studies and informed
debate to advance your understanding of key issues in product, brand
management, and pricing.
|
www.mcb.co.uk/jpbm.htm |
| Tsunami | Tsunami
helps enhance the relationship between
the user and the brand.
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www.tsunamiweb.com |
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| Please contact either group member for additional information | ||