Model of brand building and enhancement by electronic marketing tools

Tadas Limba, Gintarė Guleviciute, Virginija Jurkute

    Research output: Contribution to journalArticle

    Abstract

    Changing customers buying habits and tendency of growing number of purchasers in the internet force companies to move their business or part of its processes to the electronic environment, and it cause the need to evolve a marketing strategy and its implementation measures. Electronic marketing recently forces this field specialists to look for a new ways to satisfy all customer needs and expectations, which often are associated with intangible attributes, such as brand. However, the lack of e-business managers focus on brand meaning to the company is obvious. Quite often it is limited only up to advertisement. But this is only one of the possible electronic marketing tools used in brand building and enhancement process. Still there is a lack of detailed analysis of electronic marketing tools used in brand building and enhancement in electronic environment. The goal of this paper was to design the model of brand building and enhancement by electronic marketing tools. It was done via analysis of brand building peculiarities in electronic environment and strategic brand building and enhancement process. Suggested model helps to understand the electronic marketing tools position, objectives and functions in brand building and enhancement context. The theoretical model was made to implement cyclic brand building and enhancement by electronic marketing tools process.
    The model consists of six stages – (1) brand idea sources analysis and brand idea identification, (2) brand components selection, (3) factors influencing evaluation of brand in cyberspace, (4) electronic marketing tools selection, (5) brand experience creation, (6) brand review, development and enhancement. This constant brand adoption would create positive customers brand experience and enhance the value of brand. Research on the model of brand building and enhancement by electronic marketing tools implementation and possibilities have been conducted. Quantitative research method had been applied by questioning various electronic business and electronic marketing employers and employees. Results of the research define the practical implication of suggested model.
    Original languageEnglish
    Pages (from-to)135-155
    JournalInternational journal of advanced computer science and information technology
    Volume3
    Issue number2
    Publication statusPublished - 2014

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    Keywords

    • Brand
    • Brand components
    • Electronic marketing tools

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