From Chaos To Constellation : Creating Better Brand Alignment On The Web
- Topics:
- Brand Management
- Tags:
- Benchmarking,
- Brand,
- Branding,
- Marketing,
- Web
- Source:
- Design Management Institute
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Overview: It is easy for an organization to put up a few Web sites. It's another feat, to ensure that they are brand building, coherent, compelling, up-to-date, and easy to use. It offers a framework, criteria, and design options for building an effective multi-site Web presence, and amplifies critical issues with an in-depth case study. This article and case study explore how one industry leader—a financial services information provider—is going through the process of organizing all its sites, around the world, into a rationalized, cohesive, rigorously investment. The article states that the company identified a number of benchmarking studies aimed at measuring a range of dynamics for brand management, including: • Brand awareness and favor ability • Traffic levels, drivers, and sources • Conversion rates—that is, the percentage of prospects who become customers • The most common pathways through the sites • The points of high/low interest in the sites • The points of high departure from the site etc.
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Format: HTML | Size: 205KB | Date: Apr 2003 | Pages: 9
