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BFJ 106, 3

CASE STUDY

228

On-line branding: the situation of McDonald's

Jennifer Rowley

School for Business and Regional Development, University of Wales, Bangor, UK Keywords Net, Corporate personalisation, Customer associations, Marketing conversation Abstract This article explores the approaches to the delivery of brand name messages through a Web site, acquiring one of the leading brands, McDonald's, as being a case study. The role of brands and branding in the new overall economy that is characterised by digitisation and globalisation is bringing in considerable interest. McDonald's latest " Now i'm lovin' it” campaign, is being integrated through every element of the business, which include its Web site; this marketing campaign therefore shows a useful possibility to analyse the contribution of the Internet channel to brand building. This case study research is conducted on two levels: the way the Web site components are enrolled to reinforce brand messages, and overarching brand strategy designs such as glocalisation, community and channel the use. Further r and d on on the web branding has to explore successful strategies for incorporation of on-line branding with branding through other programs, and opportunities that the Net offers intended for both e-service and brick service companies for building customer associations and residential areas.

Introduction

A brandname is not only a name. A brand is not really a positioning affirmation. It is not an advertising message. It is just a promise created by a company to its customers and supported by that organization (Sterne, 1999). I may have intelligent real estate agents that can step out and build pages of reports in each camcorder out there, but I actually don't have a chance to read them. I'll purchase Sony (Sterne, 1999).

English Food Diary Vol. 106 No . a few, 2004 pp. 228-237 q Emerald Group Publishing Limited 0007-070X DOI 10. 1108/00070700410528808

Online logos is talked about in just about any book on e-marketing or perhaps e-business. Several argue that in a world of info overload, brands become more and more important, because they conserve the customer period, by minimizing their search costs. (Ward and Shelter, 2000). It can be even more developed by quarrelling that company building will probably be increasingly crucial in featuring continuity and customer commitment in a fast paced marketplace. In an electronic shopping environment in which physical connection is decreased and merchandise qualities and benefits should be distilled and captured in a manner that can be conveyed over the wire connections, online personalisation may be progressively important. Other folks argue that together with the wealth of information on the Web by their fingertips, coupled with intelligent agents and search engines to help them locate the information, products and services that they can need, users will no longer depend on the short of brand. Rather they will accumulate detailed

information concerning products and services and make their particular judgements for the Online marketing: suitability of the product, thereby making brands superfluous. the truth of There may be evidence to suggest that it really is difficult to communicate a web based McDonald's company in the lack of preconceptions previously established through other channels. Many of the early on dotcoms failed because that they needed to build presence and reputation quickly and the enormous marketing finances that this 229 required undermined their financial stability. A key agenda has been to balance the need to guard and not tainted established brands as founded organisations enter into risky " new marketplaces” while leveraging the brand collateral of existing brands. Basically the issue have been to create a sense of " the same trustworthiness, but a different sort of presentation”. For example , at the representational level, Barnes & Rspectable achieved this kind of by holding onto the offline parent manufacturer Barnes & Noble, although...

References: Eisenhardt, K. Meters. (1989), " Building ideas from case study research”, Schools of Administration Review, Volume. 14 No . 4, pp. 532-50. Hagel, J. (1999), " Net gain: expanding markets through virtual communities”, Journal of Interactive Marketing, Vol. 13 No . you, pp. 55-65. Kannan, S. K., Chang, A. -M. and Whinston, A. M. (2001), " E-business and the intermediary position of online communities”, in Barnes, H. and Search, B. (Eds), E-commerce and V-business: Business Models for Global Accomplishment, Butterworth Heinemann, Oxford, pp. 67-82. Kotler, P. (2003), Marketing Managing, 11th ed., Prentice-Hall, Englewood Cliffs, NJ-NEW JERSEY. Kozinets, 3rd there’s r. (1998), " On netography; initial reflections on buyer research research of cyberculture”, in Alba, J. and Hutchinson, Watts. (Eds), Advancements in Consumer Research, Vol. 25, Association for Customer Research, Provo, UT, pp. 366-71. Rowley, J. (2001), " Social network: stabilising e-business”, Global Business & Economics Review, Volume. 3 Number 1, pp. 84-93. Rowley, J. (2002), " Employing case studies in research”, Management Exploration News, Vol. 23 No . 5/6, pp. 20-7. Sterne, J. (1999), World Wide Web Marketing, 2nd ed., Wiley, New york city, NY. Keep, M. and Lee, M. (2000), " Internet shopping, consumer search and product branding”, Journal of Product and Brand Management, Vol. being unfaithful No . 1, pp. 6-20. Yin, R. K. (1994), Case Study Study: Design and Methods, subsequent ed., Sage, Thousand Oak trees, CA. Further more reading Leitch, S. and Richardson, N. (2003), " Corporate personalisation in the fresh economy”, Western european Journal of promoting, Vol. 37 No . 7/8, pp. 1065-800. Ties, A. and Ries, L. (2000), The 11 Immutable Laws of Internet Personalisation, HarperCollins Organization, London.

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