The 22 Immutable Laws of Branding by Al Ries; Laura Ries

Author:Al Ries; Laura Ries
Language: eng
Format: mobi
Tags: Decision-Making & Problem Solving, Brand Name Products, Internet Marketing, Reference, Career & Business, Marketing, Brand Name Products - Marketing, Economics, Advertising & Promotion, Research, Entrepreneurship, E-Commerce, Brand Name Products - Management, Industrial, Business & Economics, General, Consumer Guides, International, Education, Branding (Marketing), Decision Making
ISBN: 9781861976055
Publisher: HarperCollins
Published: 1998-01-01T08:00:00+00:00

4. Is low price a significant factor in the brand’s purchase? If so, the Internet tends to be a business—eBay.com and Priceline.com, for example.

The ability of the buyer to quickly check prices on a large number of sites is making the Internet a very price-sensitive medium. There are even sites, like MySimon.com and DealTime.com, that will compare prices among other sites by sending out robots, or “bots,” to check the prices. Heaven help you if you don’t have a competitive price.

Because of this price pressure, one of the biggest challenges for building a brand on the Net is trying to figure out how to make money. This will be a critical issue for many brands.

Automobiles are another category where the Internet is likely to change buying patterns. Carpoint.msn.com, Autobytel.com, and other car-buying sites are beginning to establish themselves as brands. The reason is simple: It’s easy to make price comparisons on the Net. And there isn’t any haggling with a salesperson.

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