Centro de Documentacion de Fundación MAPFRE - 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

MAP20080048174

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 / by Ron Rogowski... [et al.]. — Cambridge : Forrester Research, 2008

(For Customer experience professionals)

Sumario: 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

1. Webs corporativos . 2. Métodos de evaluación . 3. Análisis de mercados . 4. Internet . 5. Legibilidad . 6. Comercio electrónico . I. Rogowski, Ron . II. Forrester . III. For Customer experience professionals .