An investigation into the impact of the Internet on brand building strategies in the physical and virtual world

Pienaar, Hannelie (2001-12)

Thesis (MBA)--Stellenbosch University, 2001.

Thesis

ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of building brand equity, as they were applied in physical markets, were challenged. This happened because brands were traditionally built using passive media such as radio, television and print magazines and newspapers. The Internet introduced interactive media where the consumer is not only highly informed because of the exponential expansion of technology especially on the Internet, but also because the consumer could now choose to be a participant, or not, in marketing and brand building initiatives. Theoretically, it is possible to establish certain principles to build brands in virtual markets. The best solution is however to look at past studies of different companies that present various challenges that relate directly to the Internet and its brand building initiatives, and then combine this practical knowledge with a theoretical background. In the case studies, eight success drivers were identified as being crucial to build a brand firstly in a virtual market, but also secondly in physical markets. The success drivers that were implemented by companies that managed to build strong brands on the Internet include: using a multimedia mixture to differentiate and build the brand; focusing on supreme customer commitment: entering into distribution and content alliances; moving first, fast and keeping up the pace; developing intimate customer and market knowledge; building a reputation for excellence; delivering outstanding value and in respect of cross-over marketers, respecting core brand attributes, improving on the offline brand experience online and leveraging key offline assets in favour of the online brand. Brand building on the Internet, should be clear, consistent and reflecting leadership not only in the implementation of the above success drivers, but also in respect of the overall construction of the brand.

AFRIKAANSE OPSOMMING: Met die bekendstelling van die Internet in die vroeë negentiger jare, is die tradisionele beginsels van "brand building" soos toegepas in tradisionele markte bevraagteken. Dit het gebeur omrede "brands" tradisioneel gebou was deur passiewe media soos radio, televisie, tydskrifte en koerante te gebruik. Die Internet het nie net interaktiewe media bekend gestel waar die kliënt oor baie inligting beskik as gevolg van die eksponensiële uitbreiding van tegnologie op die Internet nie, maar ook het die kliënt nou die keuse om deel te neem of nie aan bemarkings en "brand building" insentiewe. Dit is moontlik om deur middel van 'n teoretiese studie sekere beginsels vas te stel ten opsigte van hoe "brands" gebou moet word op die Internet. Die beste oplossing is egter om na gevallestudies te kyk wat betrekking het op 'n paar maatskappye wat 'n verskeidenheid van uitdagings daarstel wat direk van toepassing is op "branding" insentiewe op die Internet. Die kennis verkry van die gevallestudies kan dan gekombineer word met die teoretiese kennis om 'n raamwerk daar te stel vir "branding" op die Internet. Die gevallestudies het agt sukses drywers geïdentifiseer wat krities is vir die ontwikkeling van "brand building" insentiewe in fisiese markte sowel as markte op die Internet. Die sukses drywers deur die maatskapye geïmplimenteer wat sterk "brands" of die Internet gebou het, sluit in: die gebruik van 'n multimedia mengsel om die "brand" te differensïeer en te bou; konsentrasie op uitstekende ktïente diens; sluit van verspreidings en inhouds vennootskappe, om eerste in die mark te wees en aan te hou beweeg; ontwikkel intieme klïente en mark kennis; bou 'n uitstekende reputasie; lewer uitstaande waarde en ten opsige van oorbruggings bemarkers, respekteer die basis van die "brand", verbeter die Internet "brand" se ervaring in vergelyking met die fisiese "brand" en gebruik die bates van die fisiese "brand" ten gunste van die Internet "brand". Die bou van 'n "brand" moet eenvouding, deursigtig en konstant wees sowel as leierseienskappe toon wat nie net betrekking het op die bogemelde sukses drywers nie, maar ook op die algehele "brand" projeksie en implimentasie.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/49690
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