How E-Branding Is So Influential for New Market Domination of Company in 21st Century

How E-branding is so influential for new market domination of company in 21st century.

Abstract: This study explores how e branding is so influential for new market domination of company in 21st century. This article is based on a literature review that highlights on on the importance of e branding, the benefits of e branding and what strategies should be taken by businesses to apply for growth in market domination.

Keywords: E branding, E branding strategies, E Branding benefits

INTRODUCTION

In this fast moving forward age that we're living in, Internet has transformed the image of marketing and branding. Traditional brand branding investments such as tv, radio ads and newspaper is always the choice of marketers to brand the business. Not anymore, the pattern is changing with consumer buying behavior shifting towards online purchasing. Hugh Dubberly describes a brand as a sign,

formed by words, sounds or graphics that represent or signify the brand and the perception of the brand, which has been shaped by the experience [1].E branding is now as important as ever with the globalized access for billions of consumers. Successful e-branding leads to increased brand awareness and the potential access to new customers as well as the development of new lines of business, previously unavailable to traditional companies [2]. Extensive work has been completed other areas but certainly not enough research has been conducted on e-branding. This article will elaborate the importance of e branding in market domination and its strategies.

THE IMPORTANCE OF E BRANDING

As customers creates their trust in brands through satisfaction of use and experience, companies has the opportunity to start building relationships with them, strengthening the brand further and making it more difficult for competitors to imitate [3]. Its essentials for business to turn and realize branding and making it memorable to the consumer is going distinct the major players and not. Those who support e-branding realize that with this medium is mandatory and very critical to expand awareness towards product. Carpenter's remarks are: "the extraordinary growth in the number of sites to choose from has created a confusion and frustration for the average internet user. In an environment characterized by extreme choice, perplexed customers will turn to the familiar. they will establish relationships with specific internet brands and do business with them repeatedly .. As the number of companies online multiplies, the increase choice will strengthen customer company relationships not weaken them for those that have build premier internet brands."[3]. To succeed online companies will have to create strong internet branding or digital brands that can provide familiarity for the consumers. Online social networking website like MySpace, FaceBook and others. These websites represent a wave in marketing which is critical for businesses to understand and, if appropriate, incorporate into their marketing mix. . In fact, 40 percent of companies are set to increase spending on social networks next year (Forrester Research). Seventy-eight percent of marketers are using blogs, 63 percent use video, and 56 percent use social networks (MarketingVox.com). Recruiters monitor online profiles constantly, and although your personal brand may remain constant as technology advances, your e branding must be both consistent and up-to-date to accurately represent your brand as being knowledgeable and technologically savvy [4]. Consumers tend to be loyal to a brand when their needs are meet by the product. E branding also serves as a time consuming process for consumers and precise information of the product can be attainable with no hassle. building that trust between consumers and company. According to a study by Cheskin research brand is at the top of the list of six marketplace fundamentals for building and maintaining trust on the internet; others are navigability, fulfillment, presentation technology and seals of approval [3].

How Can E Branding Benefit Business?

(i) Recognition and Loyalty

The main benefit of e branding is that customers are much more likely to remember business. A strong brand name and logo/image helps to keep the company image in the mind of its potential customers.

If the business sells products that are often bought on impulse, a customer recognizing the brand could mean the difference between no-sale and a sale..

(ii) Image of Size

A strong brand will project an image of a large and established