Marketing

Juan Rios

Professor R. Kay Green

E-Marketing

17 February 2008

Seven Step Branding Process

For this week’s assignment, I have selected the following three distinctive businesses; their sites are www.cadillac.com, www.burton.com, and www.phoenix.edu. The deciding factors for selecting these websites were based on research to evaluate consumer responses to brand equity. I conducted a survey with my co-workers to get a “true” analysis of marketing segmentation and how branding affects success. I developed a matrix utilizing the seven steps to assist in my conclusions.

Since I drive a Cadillac, I wanted to explore their online marketing techniques. I made copies, using Power Point slides of their website and asked 23 co-workers and friends for their input. It was difficult to focus on branding because the discussion led to product. Based on the pictures I provided, it would appear Cadillac is moving towards a younger target (Cadillac). It was brought to my attention; a Cadillac was used for President Obama’s inauguration. Cadillac made a bold move toward a new, younger market. Great move for Cadillac and moving towards a new market. It was my belief that Cadillac was a “retirement” car, but as I discovered, it’s not only for baby boomers. Cadillac continues to improve their website, at least the last two years, since I’ve been a customer.

For my second website, I went with Burton Snowboard due in part to Salt Lake City’s business opportunities. Like others, my two sons enjoy snowboarding on weekends. Burton originally started as a snowboard manufacturing, but with time evolved into the apparel industry (Burton ). When I conducted my survey, it appeared Burton is doing a great job in “branding” their products. The one item that really intrigues me was the lack of snowboards on the website. The majority of products were accessories. Step three of the branding process is, understanding the competition. I feel Burton Snowboards is not unique because...