Creating a brand must be a systematic process that begins at the very beginning of the company. It is therefore possible to generalize the claim that internet advertising is one of the tools of internet marketing.
Website marketing
- Website
- The use of the subconscious of the customer
- Website certification
- Website creation
- Search engine optimization
- Web search engines and SEO
- Factors affecting SEO
In this way it is necessary to try to determine the effectiveness of the MDA on the website. It is one of the most important elements on the site to make it easier to index and then easier to find on internet search engines.
Internet advertising
Contextual advertising
Contextual ads are shown in addition to the search, even on the relevant pages, respectively articles related to that keyword. Depending on the related keywords, relevant contextual advertising links appear on the part of the page specified by the company.
Graphic advertising
The content of the page is analyzed and the relevance of the keywords is evaluated based on its content.
E-mail marketing and webcasting
- E-mail advertising
- Webcasting
- Blog content
- Weblog and promotion
7.Search–One of the best ways to make all articles available is to put a search box in the sidebar. Such blogs should contain a brief introduction to the company with a link to the product overview.
Marketing on social networks
Social networks and promotion
Features and options that are the content of social networks and that offer them for marketing purposes are important advertising channels that can be highly targeted for marketing activities. It is important to use keywords in headings, in content and in linking to relevant pages.
Promotional errors on social networks
Whether the company wants to be social or not, a lot of information about it is publicly available on the Internet. If the company does not have enough time, it is better not to start with it.
Conclusion
Limitations and perspectives for further research
The authors of the chapter would also like to thank the students who over the years participated in processing the creation of the content for the presented chapter. Without their active involvement in the processes, the production of knowledge to the extent presented in the present text would not be possible. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided that the original work is properly cited.
Selection of our books indexed in the Web of Science™ Core Collection Book Citation Index (BKCI).
TOP 1%
Introduction
Online media are platforms used by marketers and business people, among other things, to launch products and services, communicate brand messages, develop customer loyalty and build customer-based brand equity. A brand with positive brand equity can create customer loyalty and engagement with the brand, as customers will have positive perceptions and attitudes towards the brand [8]. According to [9], social media platforms offer settings for customers to engage in sincere and friendly communication with the brand and other users, thereby creating relational similarity and brand equity.
While marketing practitioners agree that social media provides valuable support for marketing activities in general, this chapter focuses on the transition from traditional marketing approaches to online marketing strategies to build brand equity.
Research methodology
Definition of key concepts
- Offline marketing strategies
- Online marketing strategies
- Customer-based brand equity
The concept of brand equity was created in the 1980s and since then, there has been a proliferation of studies on the subject. Another definition of customer-based brand equity has been developed from the customer's perspective, where brand knowledge, recognition and brand associations are considered. According to [20], brand equity is a multidimensional construct that is grouped into five categories, namely perceived quality, brand loyalty, brand awareness, brand association, and other proprietary assets that include trademarks, patents, and relationships.
Thus, in the discussion of this chapter, an attempt is made to explain how online marketing strategies help organizations to build brand equity.
Challenges of online marketing strategies
The problem of integrating online and offline marketing strategies involving many channels, such as email advertising, social media, press, brochures,. Harmonizing both approaches to marketing the products and services of a company will therefore help in achieving marketing objectives. Therefore, marketing practitioners must recognize the role of integrated marketing communications – as all marketing activities are inextricably linked.
Reasons for switching from offline to online marketing strategies. The advent of the digital age has brought about a proliferation of technological.
Rationale for changing from offline to online marketing strategies The advent of the digital age has brought about a proliferation of technological
Offline marketing strategies have had challenges in overcoming geographic barriers, but today marketers can market their products and services to a large customer base around the world [33]. Regardless of the nature of a company, online marketing strategies are important as they can help organizations position themselves in the market and differentiate themselves from competitors. Moving from offline to online marketing strategies is a good opportunity that companies should not avoid even though they continue to operate their brick and mortar facilities [34].
As most organizations move online, it's important to discuss whether online marketing strategies lead to customer-centric brand equity creation.
Online strategies to build brand equity
One of the main merits of an online marketing strategy is that it removes all geographic restrictions on buying and selling. One of the brand equity antecedents that marketing professionals have exploited to build brand equity is e-service quality. One of the commonly used scales to evaluate the quality of online services is the e-service quality scale (ESQUAL), which was proposed in 2005 by [45].
Due to the advent of the Internet and social media, the concept of brand loyalty is now operational in the online context and is considered e-loyalty.
Chapter summary
In cases where positive information is shared, the result is that brand equity is built in the process. Due to the scope of online marketing approaches, marketing practitioners should be concerned with how best to reduce the volume of negative reviews on the online platform as a way to reduce damaging effects on brand equity. The adoption of online marketing strategies has been facilitated by technological innovations in the form of the Internet and social media.
One of the factors responsible for building brand equity is related to web functionality, which also includes ease of use and interaction.
Limitations and perspectives for future research
Some of the challenges faced by businesses include lack of trust in processes, especially by rural consumers, and fear of online fraudulent activities that keep customers from using online platforms. Due to the outbreak of covid-19, business practitioners have been forced to do business online due to restrictions related to the disease. The popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing.
The review concludes with a discussion of the key gaps in the literature that were discovered and suggestions for future research directions.
Methodology
Due to the importance of the topic, it has become inevitable for both academics and decision makers to seek answers to the question of how to manage brand elements successfully in international markets [7]. The paper is organized as follows: The following section provides an overview of the review protocols used and the rationale behind them. An SLR improves the quality of the review process and output [19], reduces the level of error in the research and researcher bias [20, 21], increases the validity of the process as the review process is carried out without leaving any details open to interpretation [22], allows the researcher to focus on a specific research area [23], and finally provides the stakeholders with information for a comprehensive [20] framework for [20].
For these reasons, the current review, which aimed to be a comprehensive, valuable and progressive review of the standardization/adaptation of branding elements, used the SLR method.
SLR process
- Question formulation
- Inclusion criteria
- Search strategy
- Exclusion criteria
- Identifying relevant studies
In this context, the present review used all the criteria mentioned above, and the first review was performed to cover all relevant studies. Moreover, the symbol element consists of the components of logos, packaging, people, scenes and cartoon characters. Thus, I not only covered the studies on the topic at a maximum level, but also determined the boundaries of the review.
The remainder of the paper focuses on field mapping using
Findings
- Descriptive findings
- Studies by year of publication, type of paper, and methods
- Studies by the number of authors and authorship origin
- Studies by geographic coverage
- Thematic analysis
- Gaps for future research directions
As can be seen from the table, most studies focus on brand name, followed by studies on. In addition, some of the field studies discussed the topic more specifically and addressed only the standardization or adaptation of brand elements. The results of the current review highlight the apparent paucity of qualitative research on this topic.
Industrial focus: First, most of the articles reviewed clearly support the manufacturing industry literature.
Conclusion and limitations 1 Theoretical contributions
- Contributions to practice
- Limitations
In conclusion, I hope that with this review, researchers can be encouraged to work and plan to work in the field to appreciate the rich data of previous research. Through the relevant structures that I uncovered using the process in the review, I believe that it would be beneficial for new ideas to benefit from the current review. As with all studies, this review has a number of limitations that should be considered when examining the findings.
This again inevitably resulted in some of the information in the studies reviewed not being evaluated.
Research themes of reviewed papers
Moreover, what strategies to use for consumers of countries with different levels of development will provide more benefits to the company. First of all, since the focus of this review was previous research on standardization/adaptation of brand elements, I did not offer detailed recommendations linking the elements, which would be the logical next step. Second, this review covered studies indexed in certain databases: the Web of Science and Scopus databases were reviewed, which appeared to have been overlooked in previous reviews.
Finally, I conducted the analysis process only thematically, in accordance with Gaur and Kumar's [35] classification.
Industrial analysis of studies
- Clarity: purposeful brand identity as the starting point for living the brand
- Strategic leadership alignment and living the brand
- Employer brand and living the brand
- Internal brand and living the brand
- Brand coherence and living the brand
- Principles and practices for living the brand
- Living the brand principle and related practice 1: Rallying behind the brand purpose for meaningful work
- Living the brand principle and related practice 2: Attract and retain the right employees
- Living the brand principle and related practice 3: Enable employee brand advocacy
- Living the brand principle and related practice 4: Employees as brand co-creators and brand contact council members
- Limitations and recommendations for further research
We believe that the relationship between the brand and the employees is central to the strategic building of the brand. What is important to this chapter is that the brand identity system serves at the heart of the brand-led organization and informs all about building the employer brand [2, 15]. As such, employees may face unclear or inconsistent brand building, which weakens the brand's purpose and potential.
This presents a challenge to the employer's brand in terms of fulfilling its key role in attracting employees who can optimally live the brand. The brand identity system and the coherence of its lived reality depend on all employer and internal brand building efforts [5]. Living the brand also requires the creation and management of a purpose-driven and aligned employer brand and internal brand.
