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Branding Online – Aspects Need to be Considered

Branding Online – Aspects Need to be Considered

Understand the customer – Requires more thorough understanding of desired purchase and usage experience in an interactive environment

Continually monitor competitors – Competitor ads and activities can be monitored online

Design compelling and complete brand intent – Greater opportunity to customize key messages.

Execute with integrity – Online interactions add concerns of security and privacy

Be opportunistic – Customization, early recognition of changing customer needs requires tailoring of positioning

Invest and be patient – Building brand awareness requires significant investment esp. for later movers; building brand loyalty is quicker if targeting effectively.

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