2 Extend traditional brand: variant
Some companies decide to create a slightly different version of their brand when they
create their web site. An early version of the DHL couriers site (www.dhl.co.uk) was based
on an online brand ‘Red Planet’ which was part of a spaceship concept. Through using
this approach, the company was able to differentiate itself from similar competing serv-
ices and this can be used in online and offline promotion to distinguish the site from its
rivals. BA used a similar approach with its 2005 ‘Have You Clicked Yet?’ campaign,
which sought to showcase arranging a flight and checking in online. The use of an
online brand variant helps raise the profile of the web site and helps the customer think
of the site in association with the company. Aaker and Joachimsthaler (2000) suggest
that when a brand variant is created there may still be problems with recognition and
also brand trust and quality associations may be damaged.3 Partner with existing digital brand
It may be that a company can best promote its products in association with a strong
existing digital or Internet brand such as Yahoo! or MSN. For example, the shopping
options for record and book sales on Freeserve are branded as Freeserve although they
are actually based on sites from other companies such as record seller Audiostreet.com.
Freeserve is given brand prominence since this is to the advantage of both companies.CHAPTER 5· THE INTERNET AND THE MARKETING MIX
Figure 5.6Guinness brand site (www.guinness.com)