Brand Management: Branding on the Web

Brand Management: Branding on the Web gives you information about branding on the Internet. The program provides you with processes for branding on the Internet creating a secondary brand on the Internet and how to introduce a brand on the Internet. Additionally the program provides you with guidelines for each process as well as guidelines for developing effective Internet brand names. By applying the information in this program you will be able to develop an online brand determine appropriate situations for creating secondary brands and introduce a brand on the Internet.

This is primarily online training This is an online eLearning or CBT training program Contact Serebra Learning Corporation for more information

Duration: 4 hours Training Presented in: English

Audience

The target audience for this series is brand managers product managers and marketing personnel who wish to learn to interpret the potential affects of various brand strategies and tactics and assess the value of any type of brand.

Objective

• Identify the steps for branding on the Internet.
• Select the steps for creating a secondary brand on the Internet.
• Evaluate proposed Web sites for your company.
• Select Internet abilities that you can leverage to strengthen your brand.
• Use the abilities of the Internet to strengthen your brand.
• Create an online vision for your company.

Topics Include

Unit 1: Branding Through the Internet

• Select the different types of Web sites.
• Identify the steps for branding on the Internet.
• Select the steps for creating a secondary brand on the Internet.
• Select naming guidelines.
• Apply naming guidelines.
• Determine if a secondary brand is necessary.
• Identify guidelines that should be applied to your Web site.
• Determine the most effective Web site for your company.
• Simulation Overview:
• In this simulation you are the Brand Manager of The Lil' Brown Bean a brand owned by Icon. The Lil' Brown Bean House is currently a bricks-and-mortar coffee shop franchise. It is in the initial stages of moving online in order to expand its customer base. The Lil' Brown Bean brand is associated with an upscale image of quality and discerning taste. You are meeting with the team that is in charge of developing the plan to move the brand online. The team is made up of Jessica Stone the Marketing Communications Manager; Marcus D'Angelo the Senior Web Developer/Designer; and Elizabeth Thomas the Senior Market Research Analyst. Your goal is to ensure that the online brand will expand the customer base by helping the team determine whether a secondary brand is necessary what type of Web site would be best for the brand and what they should name the Web site.

Unit 2: Using Online Branding Tactics

• Identify factors to consider when building a brand for a business existing primarily on the Internet.
• Identify pitfalls of branding on the Internet.
• Avoid Internet branding pitfalls.
• Select Internet abilities that you can leverage to strengthen your brand.
• Use the abilities of the Internet to strengthen your brand.
• Identify two main Internet advertising tools.
• Select guidelines for advertising on the Internet.
• Apply appropriate guidelines when advertising on the Internet.
• Simulation Overview:
• In this simulation you are the newly appointed Online Marketing Manager for Fine Effects a high quality furniture company. The company is attempting to take the brand online in an effort to strengthen it. You are meeting with Ronald Spear the Strategic Marketing Director; Patty Chen the Senior Interactive Designer; and Cynthia Scott a Web Analyst to discuss what needs to be done to make sure that the brand's Web site will succeed. Your goal is to guide the team toward the successful development of a Web site that will reinforce the brand.

Unit 3: Taking Your Strategy Online

• Identify the steps for introducing a brand on the Internet.
• Identify the steps for creating an online vision.
• Create an online vision for your company.
• Follow the guidelines for creating an online vision.
• Simulation Overview:
• In this simulation you are the Brand Manager of Daze Calendars a successful company that sells specialty calendars in malls and shopping centers across the U.S. Traditionally Daze Calendars does the most business around the holiday season but the company wants to increase its year-round sales figures. In an effort to achieve this increase the company has requested that you and a special team develop an e-commerce Web site that will enable consumers to design and purchase their own personalized calendars online. You and Laura Dennis the Marketing Director; Nathan Iverson a Web Producer; and Mary Winford the newly appointed Internet Sales Manager are meeting to brainstorm the strategy for taking the brand online. Your goal is to lead the team to the successful creation of an online brand vision.

Duration

4

Minimum Requirements

The CDROM version of this course requires:

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).
• At least a double speed CDROM drive.
• An MPC compliant sound card with attached speakers or headphones is recommended (Currently only the CDROM version supports audio).

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM and 22MB available hard disk space or file server space.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).

Media

• Brand Management: Building Brand Equity
• Brand Management: Developing a Brand Strategy
• Brand Management: Fundamentals of Brand Management
• Brand Management: Integrated Marketing
• Brand Management: Managing Brand Equity