Okonkwo Prelims

In the development of online branding strategy, the online consumer forms
the central point from which the strategy is built. The aim is to enhance the
brand’s perception in the consumer’s mind. Consumers have exceptionally
high expectations from luxury brands on the internet. In order to meet their
needs, luxury brands need to apply effective strategies to differentiate the
luxury brand’s website from the clutter of millions of existing websites.
The following questions are particularly important in the development of
an online luxury branding strategy:

• Does the website capture the interest of the consumer through its design,
  layout and structure?


• Will each visitor to the website experience a high impact through the key
  brand associations?


• Does the website epitomize the key characteristics that make up the brand
  identity, personality and image?


• Does the website evoke the desired luxurious atmosphere?


• Will the website have a positive impact on the brand equity and increase
  the brand value?

Dior.com can be used to illustrate the points raised above. The website
successfully captures the brand essence of Christian Dior. The cool and
trendy yet luxurious elements
of the brand are apparent
on the homepage and on all
the subsequent pages. The
website’s atmosphere exudes
every emotion experienced in
a Dior store, which gives it
authenticity. This effect has
been achieved through the use
of online branding elements
such as atmospheric features
like visuals, flash animations,
videos, sound, pictures, navi-
gation, layout and customer
care (Figure 6.15).

chapter 6 211

digital luxury

Figure 6.15 The Dior

website captures the brand

essence through its design

and functionality features

(May 2006)