• View the Talks
• 64 min
  1. Digital strategy

  • Dr. Annmarie Hanlon
• 42 min
  2. Online marketplace analysis

  • Dr. Dave Chaffey
• 31 min
  3. Managing marketing in a crisis

  • Dr. Annmarie Hanlon
• 35 min
  4. Getting started in affiliate marketing

  • Mrs. Red Barrington
• 43 min
  5. Conversion rate optimisation

  • Mr. John Newton
• 24 min
  6. Creating retail websites

  • Ms. Emma Davies
• 24 min
  7. Influencer marketing: introduction from an influencer

  • Ms. Eltoria
• 59 min
  8. Digital impact on the marketing mix

  • Mr. PR Smith
• 53 min
  9. Social media marketing

  • Mr. Richard Sedley
• 17 min
  10. Online community management

  • Dr. David W. Peck
• Archived Lectures *These may not cover the latest advances in the field
• 47 min
  11. Improving results from digital channels

  • Mr. Matthew Tod
• 56 min
  12. Web 2.0/social media: 'the times they are a changing'

  • Dr. Jim Hamill
• 41 min
  13. Customer experience and web design

  • Ms. Catriona Campbell
• 39 min
  14. E-marketing strategy

  • Dr. Fiona Ellis-Chadwick
• 33 min
  15. Online branding

  • Dr. George Christodoulides
• 28 min
  16. Consumer behavior

  • Dr. Ruth Rettie
• 63 min
  17. Email marketing and E-CRM

  • Mr. David Hughes
• 80 min
  18. Integrated digital marketing communications

  • Dr. Beverly Barker
• 40 min
  19. How search engine optimization works

  • Mr. Danny Meadows-Klue

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Brands in the internet era
3. Product value hierarchy
4. Brand building on the internet
5. Interbrand ranking of brands
6. Online brand equity
7. The role of brands on the internet
8. Trust is the key in online shopping
9. E-brand historical development
10. Shift of emphasis
11. Online brand management
12. Traditional brand - Prince
13. Empowering the consumer - mymuesli site
14. Empowering the consumer - NIKEiD site
15. The use of social networks in online branding
16. Engaging consumers personally and communally
17. Changes in the pyramid of brand values
18. Brand experience
19. The progression of economic value
20. Experiential branding
21. The experiential framework
22. Summary
23. References

Topics Covered

• Do we need a new theory for online branding?
• Differences between online and offline branding
• Developing and measuring online brand equity?
• The role of trust in online branding
• Addressing individual and social needs through online branding
• Creating and managing an online brand experience

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022