The four e-branding strategies

Eduard de Wilde and Marcel van Brenk

E-branding strategies should be based on two dimensions: an external approach, looking at the impact of online in the given market, and an internal approach, looking at how the company 'fits' e-branding.

The four e-branding strategies

Eduard de Wilde & Marcel van Brenk

An e-branding strategy should be based on two dimensions.

AN EXTERNAL INTERNET OPPORTUNITY DIMENSION

What is the impact of the Internet on the rules of play in the given market? When the use of Internet involves the whole sales process, it changes the established rules. When the Internet addresses only one or several stages of the sales process, it has a relatively low impact.

AN INTERNAL E-BRANDING FIT DIMENSION

How well does the company fit e-branding? When a company has many competences and assets, which constitute a...

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