Length: 18 pages
For Customer Experience Professionals
September 13, 2007
Best And Worst Of Brand Building Web Sites, 2007
Forrester Applies Its Web Site Brand Review Methodology To The Sites Of 20 Top Brands
by
Ron Rogowski
with
Harley Manning, Ross Popoff-Walker, Steven Geller
This is a document excerptEXECUTIVE SUMMARY
How good is the overall experience offered by top brands' Web sites today? To find out, we graded the sites of 20 of the world's top brands on how well they cater to user needs (Brand Action) and how well they infuse their Brand Image into the Web experience. Only one site managed to differentiate itself in both these dimensions: Lexus.com. Common Brand Action problems included poor text legibility and confusing category names. On the Brand Image side, sites were guilty of lackluster function and using imagery and layouts that didn't align with offline materials. To improve the online brand experience, top firms should focus first on supporting user goals, distributing brand "cheat-sheets" to designers and stakeholders, and checklisting proposed content and function against brand attributes.
TABLE OF CONTENTS
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NOTES & RESOURCES
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 Top Brands Must Live Up To High Expectations Online
How Good Is The Online Experience At The Sites Of Top-Rated Brands?
 Only Two Sites Passed Our Brand Action Tests
Five Sites Passed Our Brand Image Tests
Adopt Best Practices That Build Brands Online
Improve Brand Action With Content That's Both Easy To Read And Find
Improve Brand Image With Compelling Function And Stylistic Consistency
recommendations
Redesign Your Site To Appeal To Both Sides Of The Brain
Supplemental Material
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Forrester reviewed the online experience of 20 top brand sites: Audi, BMW, Chanel, Citi Smith Barney, Gucci, JP Morgan, Lexus, LG, Louis Vuitton, Mercedes-Benz, Merrill Lynch, Morgan Stanley, Panasonic, Philips, Porsche, Rolex, Samsung, Sony, Tiffany & Co., and UBS.
Related Research Documents
Executive Q&A: Web Site Brand Reviews
May 18, 2007
How Well Do Sites Build Their Brands?
April 3, 2007
How Brands Succeed Online
June 9, 2005 |
Find Documents In Related Categories |
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This document falls under the following categories. Click on a link below to find similar documents.
| Analyst: |
Ron Rogowski |
| Technology: |
Brand Strategy, Customer Experience, Design & Usability Processes, Interactive Marketing, Marketing & Advertising, Web Site Design |
| Industry: |
Automotive, Automotive Customer Experience, Automotive Marketing, Business-To-Consumer eCommerce, Consumer Electronics, Consumer Packaged Goods, Consumer Retail & CPG, Consumer Technology Adoption, eBusiness/eCommerce, eBusiness/eCommerce Best Practices, Financial Services, Financial Services Customer Experience, Financial Services Marketing, Investments, Manufacturing, Retail, Retail Marketing |
| Geography: |
Asia Pacific, Europe, North America |
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