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KEY BRANDING ELEMENTS

1. Clearly define the brand audience2. Understand the customer3. Identify key leverage points in customer experience4. Continually monitor competitors5. Compelling & Complete Brand Intent (positioning)6. Execute with integrity7. Be consistent over time8. Establish feedback systems9. Be opportunistic10. Invest and be patient

1. Clearly define the brand audience2. Understand the customer3. Identify key leverage points in customer experience4. Continually monitor competitors5. Compelling & Complete Brand Intent (positioning)6. Execute with integrity7. Be consistent over time8. Establish feedback systems9. Be opportunistic10. Invest and be patient

Integrated Campaign

Value Cluster

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Similarities and Differences in Off-Line vs. On-Line Branding

Branding Element Off-line On-line

1. Clearly define the brand audience

. Limited to manageable number of segments to prevent inconsistent messaging

Could include larger number of segments, with customer driven messages

2. Understand the customer . Requires understanding of environment, desired purchase and usage experience

Collect and analyze data on each customer interactively

3. Identify key leverage points in customer experience

. Buying process is typically a simplified representation of customer segment behavior

Buying process tends to be more dynamic and flexible

4. Continually monitor competitors

Requires monitoring of competitor advertisements & activities

Competitor advertisements & activities can be monitored online

5. Design compelling and complete Brand Intent

Brand intent (desired positioning) is designed to address the needs and beliefs of target segments

customize key messages

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Branding Element Off-line On-line

6. Execute with Integrity Strong, positive brands are built up over time

Security & privacy concerns

Fostering trust more difficult

7. Be consistent over time Brand intent guides marketing communications

. Image reinforced through variety of offline media

With the ability to customize, one customers’ brand image may be different than another customer’s brand image

8. Establish feedback systems

Collecting and analyzing customer feedback is more time consuming

Sophisticated tools exist for tracking online; allow for anonymous, interactive, quick feedback

9. Be opportunistic Adjustment of brand based on changing customer needs

Opportunity for early recognition of changing customer needs

10. Invest and be patient Building brand awareness requires significant investment

Brands have the potential to generate loyalty more quickly, especially if customers are targeted effectively

Similarities and Differences in Off-Line vs. On-Line Branding, cont’d

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New Brand vs. Use Existing Brand

New BrandNew Brand

An existing brand name limits the size of the user base (Delta vs. Song)

A single company brand name cannot be the “objective, third party portal (I.e. Travelocity will attract more visitors as compared to AA.com)

Existing brands are less likely to “get it” (e.g. less usable interfaces)

An existing brand name limits the size of the user base (Delta vs. Song)

A single company brand name cannot be the “objective, third party portal (I.e. Travelocity will attract more visitors as compared to AA.com)

Existing brands are less likely to “get it” (e.g. less usable interfaces)

Use Existing BrandUse Existing Brand

Enormous amounts of time and money are necessary to build new brands

Customer understands and will respond to a known brand

Customer will understand the value of being able to use both on-line and off-line services interchangeably

Target customers will not be confused

Enormous amounts of time and money are necessary to build new brands

Customer understands and will respond to a known brand

Customer will understand the value of being able to use both on-line and off-line services interchangeably

Target customers will not be confused

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www.aa.com

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Key Branding Elements

Key Elements Rating Rationale Rating Rationale

1. Clearly Define the Brand Audience

Specifically targets AAdvantage members

Targets both high spending business customers, as

well as Onepass members, and non Onepass members

2. Understand the Customer

Constantly anticipates and innovates to meet

the needs of the customer Tends to be a “follower” in the industry, late in

launching its website (6/97)

3. Identify Key Leverage Points in Customer Experience

Net SAAvers and new customization program leverage consumers desire for finding cheap fares into transaction by sending out e-mails each week

Sends C.O.O.L. e-mails similar to Net SAAvers and added a personalization feature to the site, but late identification of this leverage point has result in significantly lower subscription rates

4. Continually Monitor Competitors

When a competitor adopted a technology before

American, American was quick to follow Tends to follow what competitors are doing at a slower

pace, launching “copy-cat” initiatives many months after competitor roll-out

5. Design Compelling and Complete Brand Intent

Focus, stream lining, and ease of use of web

site all convey American’s message of customer needs first

Unclear target segment (business travelers? OnePass

members?) causes lack of clarity with Brand Intent

6. Execute with Integrity

Trust fostered in the offline world carries over

into the online world Extensive information for members on privacy and use

of provided information

7. Be Consistent Over Time

Although constantly innovating new technologies

and features, stays true to “something special online”

Different URLs for different portions of the site do not

convey message of consistency

8. Establish Feedback Systems

Customer service offered as a service at the top

of each page in small letters, but is not labeled as a specific menu item

Very easy to access, prominent feature for obtaining

customer feedback on the website

9. Be Opportunistic Leader in its industry in innovation and

development

Follower in the industry

10. Invest and Be Patient

Invests significantly in technology for the future

Has a tendency to wait too long to make changes

competitors make to their sites

American Continental

CVc= very low = low = moderate = high = very high

CV

CV

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Key Brand Attributes

Key Attributes Rating Rationale Rating Rationale

1. Relevant

Up to date flight and gate checkinformation

Personalized information based onAAdvantage profiles

PDA applications with flight information

Offers only information for Continentalairlines, but does offer bookings forrental cars and hotels

Allows travel preferences to be saved inprofiles

2. Distinct

Availability of competitor information Offers highly personalized experience First to offer tie in with PDA applications

Offers extensive online customer serviceoptions

Offer customized services for thebusiness traveler

3. Consistent

Portrays an image of something “specialonline”, consistent with its image ofoffering something “special in the air”

No key messages online associatedclosely with the offline campaign

4. Memorable

Provides a unique service others cannotoffer (in terms of personalization)

Net SAAvers is the most well known andeffective e-mail marketing tool

Multiple URLs associated with the siteand lack of online / offline messageassociation fail to create a cohesivelymemorable brand for the consumer

American Airlines Continental

= very low = low = moderate = high = very high

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Assessment of Key Branding Elements

Key Elements Rating Rationale Rating Rationale

1. Clearly Define theBrand Audience

Within the employer market, targets all types of companies, fromstart-ups to large corporations

Appeals to a wide range of job seekers,but it specializes in the intern and entrylevel positions

2. Understand theCustomer

Offers highly personalized services for the job seekers,addresses security concerns, and offers value added services(resume help, advice, interactive communication with other jobseekers.)

Only site to offer privacy feature whichallows job seeker to select whichcompanies have access to their resume

3. Identify Key LeveragePoints in CustomerExperience

Provides interactive career information for customers that are notnecessarily “looking,” thus increasing the probability that they willbecome job seekers

Allows recruiting process to becomeinternal through Hotjobs.com and itsproprietary Softshoe technology, andeliminates concerns about adding anadditional venue for recruiting

4. Continually MonitorCompetitors

Currently a leader in providing unique services to its consumers,but does not have some features that competitors do

Adopts successful features of theMonster.com site, but usually on a lesserscale

5. Design Compelling andComplete Brand Intent

Message of “there’s a better job out there” combined withdiversified strategic alliances and “intern-to-CEO” strategyconvey the idea that Monster.com can find you that better job

Message of “all the hottest jobs at all thehottest companies” was overshadowed inthe spring with controversy overtastefulness of ads which were rejected bynetworks

6. Execute with Integrity Offers password and ID protection, as well as some ability to

selectively decide when and where your resume can seen; Offers most specialized security measures

for individual users (prevent currentemployers from viewing resume)

7. Be Consistent OverTime

In the short time since “there’s a better job out there” messaging Recent “Hottest Hand on the WebCampaign” different from past brandingmessages

8. Establish FeedbackSystems

Offers extensive feedback system for users, allowing users toeven selecting categories of information / feedback

Also offers feedback mechanism forusers, although less specialized

9. Be Opportunistic Partners with firms that could potentially be competitors, rather

than trying eliminate competition Took a risk with Super Bowl advertising,

even without a compelling ad campaign,to raise brand awareness

10. Invest and Be Patient Willing to invest heavily in the offline world to gain brand

recognition Also willing to invest in the offline world to

gain brand recognition

Monster.com Hotjobs.com

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Assessment of Key Brand Attributes

Key Attributes Rating Rationale Rating Rationale

1. Relevant

For job seekers: Providesinformation for individualsregardless of whether or not theyare actively pursuing a newposition, including careerinformation, and chats with othermembers on various career topics

For job seekers: Provides informationgeared more specifically for thoseindividuals that are seeking positions

2. Distinct

For job seekers: Aids in resumebuilding, personalization with “MyMonster” pages and enhancedprivacy options; also offersopportunity for interactivecommunication with othermembers

For job seekers: Allows selection ofcompanies which view your resume

3. Consistent

Recent partnerships have beenconsistent with Monster.com’s aimto provide the most diverse set ofindividuals with the most diverseset of employment opportunities

New “Hottest Hand on the Web”campaign, although new and catchy,has not been consistent since thecompany’s beginning

4. Memorable

Witty and award winning offlineadvertising have allowedMonster.com to cement itself asthe best known online career siteon the web

Although also one of the most wellknown online career services on theweb, has not been as successful asMonster.com in creating a uniquelymemorable advertising campaign andmessage

Monster.com Hotjobs.com

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pp. 522-523 CBS MarketWatch vs. Bloomberg.comSee p. 532 for eBay vs. Amazon

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Can an offline brand be leveraged online?

Charles SchwabBarnes and NobleDellWalmartBestBuy, CircuitCity, OfficeMax

What does it take for a brand to be successfully transferred online?

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SEARCH ENGINES,ADVERTISING, Web Transaction LogsCookies, web bugs, payment systems

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What are the main differences between Google and Yahoo

Both Yahoo and Google are quasiadverising agencies placing ads on other sites. Both match ads by web site content.

Yahoo Google

Allows paid inclusion (no ranking)No paid inclusionSmall graphics and small text ads Image adsKeyword search Keywords and reference desk style

Newsgroups Froogle – searches by

price

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Google AdSense

Google AdSense offers two ways for you to earn money: 1. Targeted advertising for your content pages 2. Google search box to your site and show targeted ads on search results

pages. When visitors click on these ads, Google pays you.

The Google ads you are able to display on your content pages and AdSense for search results pages are cost-per-click (CPC) ads. This means that advertisers pay only when users click on ads. You'll receive a portion of the amount paid for clicks on Google ads on your website (amount not disclosed).

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Choosing ad color and format

Ad formats: https://www.google.com/adsense/adformats

<script type="text/javascript"><!-- google_ad_client = "pub-0000000000000000"; google_alternate_ad_url = "http://www.mydomain.com/my_banner.html"; google_ad_width = 468; google_ad_height = 60; google_ad_format = "468x60_as"; google_ad_channel = "0000000000"; google_color_border = "B4D0DC"; google_color_bg = "ECF8FF"; google_color_link = "0000CC"; google_color_url = "008000"; google_color_text = "6F6F6F"; //--></script> <script type="text/javascript"    src="http://pagead2.googlesyndication.com/pagead/show_ads.js"> </script>

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Google AdSense: Tips

1. Show your ads above the fold (the section of your page that is visible without scrolling).

2. Try different ad formats.

3. Customize ad color combinations.Try using custom color combinations for your ad units. This allows you to ensure that the text, background, and border colors of your ads complement your website. You can choose from a wide variety of colors to create your own custom color palettes, or select from over 20 pre-defined combinations. When using color palettes, we recommend making:

The background color of the ad the same as or similar to the background color of your page.

The border of the ad a color that is prominent on your page.

4. Allow the Google bot to access your site content. If you have a robots.txt file, remove the file. 5. Frames

6. Filter out ads you don't want displayed on your site. From within the Settings section of your account, AdSense gives you the ability to create a URL filter list.

6. Place AdSense ads on text-rich pages. Only text is used to determine a page's content.

7. Create pages that are simple and clean. People typically skim a website for less than a minute. Ensure that visitors to your site can find what they are looking for and are not overloaded with clutter.

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Transaction Logs

A transaction log records user activity at a web site. It is built into the web server software and is maintained by all web servers.

This information is stored on the Web server in generally one of two formats: Common Log Format (CLF) Combined Log Format

Common Log Format (CLF)The Common Log Format (CLF) is a fairly basic form of Web server logging. It tracks seven different elements of the Web transaction. The hostname or IP address of the computer requesting the Web page. The name of the user on the client computer If the client authenticated to get the page, the username will be written to the log (but not the password). The date and time the request was received. The Request-- This is the actual HTTP request line as it was sent from the client computer. Status-The status refers to the HTTP status codes indicating if the request was successful and so on. The number of bytes that were sent in the server's response.

Here's how the log entry might look for this Web page in Common Log Format: 10.1.1.1 - - [08/Feb/2004:05:37:49 -0800] "GET /cs/loganalysistools/a/aaloganalysis.htm HTTP/1.1" 200 2758

Combined Log FormatReferrer--The URL of the page that linked to the requested document. User-agent--The name and version of the browser or other client software making the request.Here's how the log entry might look for this Web page in Combined Log Format: 10.1.1.1 - - [08/Feb/2004:05:37:49 -0800] "GET /cs/loganalysistools/a/aaloganalysis.htm HTTP/1.1" 200 2758 "http://webdesign.about.com/" "Mozilla/4.0 (compatible; MSIE 6.0; Windows 98; YPC 3.0.2)"

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A typical line from a web transaction log

64.88.16.67 – [13/May/2004:12:51:53_0400] “GET /images/ebook.gif HTTP/1.1” 304 1313 “http://www.azimuth-interactive.com/landingpage_access.php?item=50018&source=overturemsa” “Mozilla/4.0”

How to read:

64.88.16.67: IP address of the visitor13/May/2004:12:51:53- Date and time of visitGET /images/ebook.gif - Pages visited“HTTP/1.1” 304 – Response of the site server – This particular code is a code to send users to a different source for the page or objecthttp://www.azimuth-interactive.com/landingpage_access.php?item=50018&source=overturemsa – Web site from which the user cameMozilla/4.0 – Name and version of the operating system on the consumer’s machine

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Web Transaction Log Analyzers

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Cookies

A cookie is a small text file that web sites place on the hard drive of the visitor’s computer every visit and during the visit as pages are visited.

Cookies allow a web site to store data on a user’s machine and later retrieve it.

A cookie also includes a unique ID number for each visitor, an expiration date, a path that specifies web pages that can access the cookie, and a security setting.

Web sites use cookies to determine how many people are visiting the site, whether they are new or repeat visitors, and how often they have visited.

Cookies make shopping carts and “quick checkout” options possible. Each item is stored in the site’s database along with the visitor’s unique ID.

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Web bugs

Web bugs are tiny graphic files embedded in email messages and on web sites.

Web bugs are used to automatically transmit information about the user and the page being viewed to a monitoring server.

When a recipient opens an email in HTML format, a message is sent to a server calling for graphics information.

This tells you that the message was opened and so the recipient is interested.

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Payment Systems

Credit Cards –

The difference between a credit card transaction online and offline is that online merchants never see the actual credit card, no card impression is taken, and no signature is available– high potential for dispute (even if the user has downloaded the product).

Secure Sockets Layer (SSL)– Using encryption, SSL secures the session and protects the information from hackers. SSL does not authenticate either merchant or buyer. They have to trust each other.

VeriSign – an Internet payment service provider. VeriSign will help you secure an account with one of its merchant account provider partners and then provide payment processing software for installation on your server.

The software collects the transaction information from your site and then routes it via VeriSign to the appropriate bank, ensuring the funds are authorized. The funds are then transferred to your merchant account.

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Limitations of Online Credit Card Systems

Security for consumer, merchant risk, and cost.

Cost of transaction – 3.5% of the purchase plus 20-30 cents per transaction, plus set-up fees. High costs make it undesirable to sell goods that cost less than $10 on the web.

Solution: Aggregate purchases over time before charging (e.g., Apple iTunes Music Store, 99 cents a song).

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Peer-to-Peer Payment Systmes

PayPalYahoo PayDirectMoneyZap (Western Union)

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TEENS?

The average teen spends $85 to $100 a week on clothing, CDs, books, toys, etc.

Most teens don’t have a credit card even though 80% of them are online.

Rocketcash.com is a site that enables teens to buy products online through an online account. Parents and teens can deposit money in a RocketCash account which functions like a credit card and is accepted at numerous sites.

As of 2003, RocketCash had signed up close to 2.5 million customers.

RocketCash was purchased in 2002 by the Coca Cola company, which uses the functionality of RocketCash to promote youth-oriented consumer products.

Commissions of 5% to 15% plus fees for helping develop incentive programs with merchants.