Brand building through the net
Hi everybody,
This is my first post on this list. I am from India
working in a company which focuses on brand building on
the Net. It's a relatively new focus area in my country
because we have yet to reach a critical net user mass.
One of the things bothering many of us within the
company is the issue of whether the Net could be used
as a mass medium to build brands (and I am actually
talking real world brands ...not internet brands) like
say an FMCG brand or consumer durable brand?
It's one thing to use the Net as another medium which
allows your prospects to interact with your brand but
can the medium be used for brand building? If so are
there any real life cases of brands that have used the
net strategically as a brand building medium? (and I am
not talking of couponing/sampling/contest etc.)
Second issue (if you'll say yes to the fact that the
Net can and has been used for brand building) is
whether the Net is amenable for brand building for all
product categories or does it do better for some and
less for others. For example can you build a washing
machine brand better on the Net as compared to say a
soft drink brand?
I am looking for some help here !!
rajesh menon
Business Head Marketing
www.brandquiver.com
email at rajesh_at_brandquiver.net
Received on Fri Jan 19 2001 - 14:15:52 CST
