1) Brand Names - Coke, Pepsi, Nike...
Impact of Branding on the Marketing Mix
An IMC plan that emphasize brand quality should maintain the same theme on the website.
Creating an effective brand presence online requires more than a website with an e-commerce capability. The most common method of building an online brand presence is through offline technique called Brand Spiraling.
Brand Spiraling is the practice of using traditional media to promote and attract consumers to an online website.
Adobe, a desktop publishing software company, uses billboard, Internet and print ads to drive traffic to its website. The primary effect of placing banners on other sites is to develop brand awareness and brand knowledge rather than to attract customers.
A well received brand leads more customers to try new products and services that are being offered by the company on the Internet. Brand name power cannot be created solely through advertising on the Internet. To achieve a strong brand name, invested a half billion dollars in traditional media. The Internet must be one component of the total IMC program if a strong brand name is to emerge.
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