SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 3 |
NO. 1 |
PAPER 3 |
|
TECHNOLOGY AS A CUTTING EDGE TOOL IN CORPORATE COMMUNICATIONS CREATING POWER BRANDS THROUGH THE INTERNET |
|
Smitha Sambrani |
Associate Professor in School of Business Management, Vivek Vardhini College, Osmania University, Jambagh, Hyderabad, India |
|
Electronic commerce is giving rise to new brand opportunities, along
with new challenges. It is rather myopic to regard the opportunities as
being solely enhanced sales and profit, since it is important to
appreciate how these are achieved. This paper explores how increased
sales and profit comes through new forms of customer behaviour and
revised business models. The paper also considers how branding
principles can be used to help brands marketed on the Internet. It opens
by considering the new mindset that managers need to acquire while
developing Internet-based brand strategies. It argues that the brand
concept is the same as that in any other medium, though the enactment is
different. The paper concludes by considering the need for more loosely
controlled brands on the Internet. Moving to the virtual environment
enhances performance from listening to communities rather than telling
customers; recognizing that communities cocreate brand value, rather
than passively consuming brands; becoming more community focused and
rapidly responding to new suggestions; relaxing control over brands.
Furthermore, successful brands on the Internet show commitment to
web-based branding and they take a long-term view about brand building.
The above issues are addressed in this paper elaborately through data
based on secondary research. |
|