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Best and worst of brand building web sites, 2008 : Forrester applies its updated web site brand review methodology to the sites of 20 top brands

Recurso electrónico / electronic resource
MARC record
Tag12Value
LDR  00000cam a22000004b 4500
001  MAP20080048174
003  MAP
005  20220901134207.0
008  081112s2008 usa|||| ||| ||eng d
040  ‎$a‎MAP‎$b‎spa‎$d‎MAP
084  ‎$a‎922.13
24500‎$a‎Best and worst of brand building web sites, 2008‎$b‎ : Forrester applies its updated web site brand review methodology to the sites of 20 top brands‎$c‎by Ron Rogowski... [et al.]
260  ‎$a‎Cambridge‎$b‎Forrester Research‎$c‎2008
4901 ‎$a‎For Customer experience professionals
520  ‎$a‎How good is the overall experience offered by leading brands Web sites in 2008? To find out, we graded the sites of 20 top brands using Forresters updated Web Site Brand Review methodology. Our tests measure how well top sites cater to user needs (Brand Action) and how well they infuse their Brand Image into the Web experience. Just one site managed to differentiate itself in both these dimensions: Chevron.com. Common Brand Action problems included poor text legibility, confusing category names, and missing or buried content. On the Brand Image side, sites were guilty of layouts, imagery, and production values that failed to support brand positioning. To improve the online brand experience, top firms should document their users goals, clearly define their brand attributes, and map relevant attributes to the right target users
650 1‎$0‎MAPA20080583286‎$a‎Webs corporativos
650 1‎$0‎MAPA20080602574‎$a‎Métodos de evaluación
650 1‎$0‎MAPA20080594602‎$a‎Análisis de mercados
650 1‎$0‎MAPA20080547738‎$a‎Internet
650 1‎$0‎MAPA20080559229‎$a‎Legibilidad
650  ‎$0‎MAPA20080595296‎$a‎Comercio electrónico
7001 ‎$0‎MAPA20080648084‎$a‎Rogowski, Ron
7102 ‎$0‎MAPA20080436582‎$a‎Forrester
830 0‎$0‎MAPA20080528355‎$a‎For Customer experience professionals