Optimising e-Brand Profitability:
Launching, Growing and Protecting Your Brand Online
Financial Times Executive Briefings Series

By Kris Wadia
Financial Times / Pearson Education
August 2001
ISBN: 0-273-65333-4
118 Pages
$225.00 paper original

Every business has plenty of information, but do you have the right information when you need it? Executive Briefings concentrate on delivering actionable information, designed to help executives ask the right questions, make the right decisions and take the right action. Whatever the opportunity or challenge that your business faces, an Executive Briefing will give you the insight to evaluate the situation and the tools to implement change.

CEOs and other executives charged with building an e-Brand often fail to achieve their objective. Their challenges: being led astray by marketing communications agencies, attempting to implement impractical theories, and failing to recognise the implications of technology in the Internet world. e-Brand Optimisation cuts through this clutter to provide a structured view of the subject, allowing you to optimise the value - and profit potential - of your brand on the Internet. You'll begin by understanding the nature of a brand - and why brand equity is important. This will be set in the context of the differences between the online and offline worlds - and how they affect brands. The executive briefing then concentrates on the three stages of development launching, growing and protecting - and how they affect the ability of the e-Brand to fulfill its potential.

Here's just some of the vital information you'll find in each section:

Launching your e-Brand
What is more important than the 'right' strategy?
Why the domain name is critical - how to choose the right one, and what to do if it's no longer available?
Key criteria when creating the design and navigation of your online presence
How to launch market your online presence - with minimum cost - and maximum exposure

Growing your e-Brand
How to extend your existing real world brand - without damaging it
An analysis of the offline and online marketing channels you can use to promote your e-Brand - and how you can use them
The strange places where you can find online customers - at minimal cost
Why you should never believe online advertising measures - without investigating their limitations
The implications of ineffective Customer Service implications in the online world
Why - and how - you should partner with others in the e-World

Protecting your e-Brand
The types of software snarls and marketing mayhem that could affect you - and how to deal with them
Why organisational obstacles are self-inflicted injuries that could sometimes be worse than foul play originated by third parties
How and why your security and privacy policies should be followed - and be seen to be followed
Factors that could cause e-Brand chaos in the future

What's more, you'll find a comprehensive brand related glossary and over 15 tables, checklists and illustrations that bring structure and clarity to the subject. There are several touches of humour throughout - you'll learn about technology inspired chaos and why you will be blamed for things that are not your fault. Best of all, e-Brand Optimisation is written in a no-nonsense style, with practical insights that can - and should - be implemented immediately.

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