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The End of Brand Marketing on the Web?(Brief Article)(Statistical Data Included)
Target Marketing, January, 2000 by HACKER, ROBERT C.
THE OTHER DAY I was reading an article in one of the marketing trade magazines lamenting the fact that the Web was being used mostly for direct marketing instead of brand advertising. "Hold on," the article said, "brand marketing is coming to the Web any day now." I know that's the conventional wisdom, but I wonder.
The purpose of brand building is to create brand preference. Preference, in return, is supposed to do two things for a business: 1) Generate more sales and higher market share by creating desire for a brand or product that's stronger than the desire created by competitors. 2) Protect and enhance margins by using the brand to avoid commodity status and add value to the selling proposition. If "brand" can't do these things,...
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