For Customer Experience Professionals

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	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	Average: 7  (1 rating)

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Executive 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

• Top Brands Must Live Up To High Expectations Online
• How Good Is The Online Experience At The Sites Of Top-Rated Brands?
• Adopt Best Practices That Build Brands Online

RECOMMENDATIONS

• Redesign Your Site To Appeal To Both Sides Of The Brain
• Supplemental Material
• Related Research Documents

This is an excerpt

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