Elements and Performance Criteria
- Manage retail brands online.
- Establish strategic fit of brand online features with business purpose.
- Integrate online and other brand management strategies.
- Determine online consumer attitudes to brand.
- Determine comparative advantage of brand over competitors in an online environment.
- Determine methods to communicate the brand in an online form.
- Structure brand online presence for optimal results.
- Assess online mechanisms and channels for impact on brand.
- Determine additional brand features created by an online presence.
- Determine brand value.
- Set indicators for measuring ongoing brand value and success.
- Enhance online brand value.
- Collect diagnostic data to support the management of brand loyalty and customer behaviour.
- Integrate online brand management with advertising and promotional activities.
- Determine legal requirements for brand ownership and protection in the online environment.
- Protect intellectual property associated with brand across all online jurisdictions.
- Identify international jurisdictions and provisions that limit brand protection.
- Ensure joint branding agreements with other organisations comply with brand protection protocols.
- Extend brand value through online deployment strategies.