Executives Q&A : web site brand experience reviews

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<title>Executives Q&A</title>
<subTitle> : web site brand experience reviews</subTitle>
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<namePart>Rogowski, Ron</namePart>
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<namePart>Manning, Harley</namePart>
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<namePart>Zinser, Rachel</namePart>
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<namePart>Forrester</namePart>
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<placeTerm type="text">Cambridge</placeTerm>
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<publisher>Forrester Research</publisher>
<dateIssued>2010</dateIssued>
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<abstract displayLabel="Summary">Web Site Brand Experience Reviews uncover two types of flaws in a Web sites support for brand: those that prevent users from accomplishing key goals and those that contradict a companys brand attributes. To get the most out of a Web Site Brand Experience Review, customer experience professionals should document user goals that drive business metrics and conduct Brand Action reviews to measure how well the site satisfies those goals. They should also collect brand positioning statements and conduct Brand Image reviews to ensure that the site presents the brands core attributes in a manner that is consistent with other channels and relevant to target users</abstract>
<note type="statement of responsibility">by Ron Rogowski with Harley Manning and Rachel Zinser</note>
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<topic>Marketing de la marca</topic>
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<topic>Internet</topic>
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<topic>Análisis de mercados</topic>
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<topic>Visibilidad</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080614126">
<topic>Fidelización de clientes</topic>
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<topic>Comercio electrónico</topic>
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