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Topic: Student Questions

Same Brand Different Internet Name?

Posted by Anonymous on 4/8/2008 at 7:30 AM ET 25 Points
Identify two brands that have been extended to the Web-one using the same brand name and the other using a modified name. How effective do you think are the strategies of each? Give reasons for your conclusions.

Ok so that is the question I have been faced with, now it is probably a pretty simple question BUT I think I am thinking into it a little too much, it has been one of those days.

My question is: I have found a few 'brands' but are they considered brands? For example: JB Hi-Fi Online is www.jbhifionline.com.au. Is it a brand? Or is it a company? Its a music store in Australia, which has a online store as well.
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  • Posted on 4/9/2008 at 9:22 PM Accepted
    Interesting question - although to take the consultant view, it really depends on the business.

    There are products/services that are reinforced by a common online/offline brand, while there are those that suit a differentiated online presence.

    Congruity: Reading text/content is largely the same whether online or in print. As a recognised magazine brand, extending BRW to BRW.com.au makes sense - you read print/PC content and the brand congruence works.

    Differentiated: On the other hand - where the value proposition is very different for online, a distinct brand may be better. Coles Online was a brand extention for Coles groceries - their online store is about convenience & delivery; while shopping in person is about range and tangible choice (I want THAT apple). The modified brand builds it's own set of values and what it represents, without diluting the offer of the parent brand.

    Having said that - in practice, many businesses have been forced to use a modified online brand for a storefront as they had already built a corporate/investor relations site in early internet days using the 'default' brand name url.

    To skirt back to the original question - but I would base any assessment of effectiveness of a modified brand on the question of whether there was a need to make the online business distinct. If not - then congruent brand is likely the best choice; reinforce the brand through all channels.

    Btw - keep an eye out for the relaunched Sanity digital store in AU in the near future.
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