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

<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/MARC21/slim http://www.loc.gov/standards/marcxml/schema/MARC21slim.xsd">
  <record>
    <leader>00000cam a22000004b 4500</leader>
    <controlfield tag="001">MAP20080048174</controlfield>
    <controlfield tag="003">MAP</controlfield>
    <controlfield tag="005">20220901134207.0</controlfield>
    <controlfield tag="008">081112s2008    usa||||       ||| ||eng d</controlfield>
    <datafield tag="040" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="b">spa</subfield>
      <subfield code="d">MAP</subfield>
    </datafield>
    <datafield tag="084" ind1=" " ind2=" ">
      <subfield code="a">922.13</subfield>
    </datafield>
    <datafield tag="245" ind1="0" ind2="0">
      <subfield code="a">Best and worst of brand building web sites, 2008</subfield>
      <subfield code="b"> : Forrester applies its updated web site brand review methodology to the sites of  20 top brands</subfield>
      <subfield code="c">by Ron Rogowski... [et al.]</subfield>
    </datafield>
    <datafield tag="260" ind1=" " ind2=" ">
      <subfield code="a">Cambridge</subfield>
      <subfield code="b">Forrester Research</subfield>
      <subfield code="c">2008</subfield>
    </datafield>
    <datafield tag="490" ind1="1" ind2=" ">
      <subfield code="a">For Customer experience professionals</subfield>
    </datafield>
    <datafield tag="520" ind1=" " ind2=" ">
      <subfield code="a">How 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 </subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080583286</subfield>
      <subfield code="a">Webs corporativos</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080602574</subfield>
      <subfield code="a">Métodos de evaluación</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080594602</subfield>
      <subfield code="a">Análisis de mercados</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080547738</subfield>
      <subfield code="a">Internet</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080559229</subfield>
      <subfield code="a">Legibilidad</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2=" ">
      <subfield code="0">MAPA20080595296</subfield>
      <subfield code="a">Comercio electrónico</subfield>
    </datafield>
    <datafield tag="700" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080648084</subfield>
      <subfield code="a">Rogowski, Ron</subfield>
    </datafield>
    <datafield tag="710" ind1="2" ind2=" ">
      <subfield code="0">MAPA20080436582</subfield>
      <subfield code="a">Forrester</subfield>
    </datafield>
    <datafield tag="830" ind1=" " ind2="0">
      <subfield code="0">MAPA20080528355</subfield>
      <subfield code="a">For Customer experience professionals</subfield>
    </datafield>
  </record>
</collection>