Building Better Online Brand Experiences

How Do The Top 16 UK Brands Perform In Forrester's Web Site Brand Review?

by Tim van Tongeren

with Jaap Favier, Craig Menzies, Lauriane Camus

Executive Summary (This is a document excerpt)

Firms spend millions of euros on building their brand through advertising, site design, and online branding. Our heuristic evaluation of 16 large brands in the UK, however, reveals that only one brand creates a consistent experience across different media with a useful and usable Web site. Customer experience professionals must get basic site usability principles right before trying to differentiate through the online experience.

Buy Risk-Free

Download and print PDF immediately. Price: US $749

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.

NOTES & RESOURCES

How Good Is The Web Site Brand Experience Of 16 B2C Firms In The UK?

Brand Image: Five Of The 16 Sites Passed Our Tests

There Were Common Problems With Communicating Image

Brand Action: Only Two Of The 16 Sites Passed Our Tests

Common Usability Flaws Undermine The Overall User Experience

recommendations

Design Sites With Brand Action And Brand Image In Mind

Supplemental Material

Forrester reviewed 16 UK B2C sites in Q1 2007 and interviewed five branding agencies: Agency.com, Interbrand, Lippincott Mercer, OgilvyOne, and Rufus Leonard.

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Technology:	Brand Management, Brand Strategy, Customer Experience, Design & Usability Processes, eBusiness/eCommerce, Interactive Marketing, Marketing & Advertising, Web Site Design
Industry:	Business-To-Consumer eCommerce, eBusiness/eCommerce Best Practices
Geography:	Europe

Forrester: - Making Leaders Successful Every Day

Search Forrester.com

Global Navigation

Local Navigation