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電子商務第五章 市場行銷與品牌塑造 BRANDING AND MARKET COMMUNICATIONS Market communications Broad vs. individual Offline vs. online Branding Branding basics Framework for brand equity 10-step process to build brands Points of two case studies Branding choices Questions ?What are four categories of market communications? ?What is a good brand? ?What is the Ten-Step Branding Process? ?How does online branding compare between American Airlines and Continental Airlines? ?What are the Point-Counterpoint arguments for leveraging an offline brand into the online environment? Integrating Communications and Branding Branding Customer’s perception of the offering Performance Looks Feel Messages it sends to others Market Communications Interaction with the brand Other’s experience Mass marketing approaches “Shelfspace equals marketshare” “Mindshare leads to marketshare” Mentalspace is marketspace Innovation in communications techniques for business Power and impact of strong brands Opportunity to reinforce online with offline and visa versa Hybrid approaches to marketing communications Four Categories of Market Communication Offline communications Television Advertising Promotions Sales calls Types General on-line Personalized online Traditional mass media Direct communications Customer Decision Process and Market Communications Objectives of marketing communications and effects of communications model Buying stages with prerequisites Moving the customer through the buying process Interactive process New Economy – shifts away from the process above Buying Process Awareness Consideration Preference Purchase Loyalty 圖 5-1: 顧客購買流程的演進 Framework for Online Marketing Communications Personalized, online communications General online approaches Traditional mass marketing Direct communications 表5-1: 市場行銷的架構 表5-2: 行銷模式的四大類型 Four Categories of Communications General Online Approaches Banner ads (橫幅廣告) Impressions (曝光次數) – gross exposures or ad views (CPM) Leads (引導方向) – viewer takes action Sal