TOPRelated ReportsHow Brands Succeed Online

"How Brands Succeed Online;, Forrester Research, Inc., June 9, 2005

Building brand is a top business goal for site decision-makers and a top consideration when deciding what content and features to improve. But how good is the Web brand experience offered by major sites today? To find out, we graded 16 B2C sites on how well they communicate Brand Image and deliver value to consumers (Brand Action). Just two sites manage to differentiate their brands in both these dimensions: Dell and Wendy's. To create the online experience their brands deserve, companies should craft "brand personas" to guide their image-oriented design efforts and measure support for both Brand Image and Brand Action.

The above reports are available for purchase at the Forrester Research website

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  • How To Choose-And Use-A Primary Persona
  • Common Persona Misconceptions Debunked Understand What Makes A Valid Persona To Avoid Failures
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Where To Look For Useful Data When Qualitative User Research Isn't Available
  • Best Practices Of Web Design Agencies
  • The Forrester Wave?: Web Design Agencies, Q3 2005 Evaluation Of Top Agencies Across 18 Criteria
  • Site Design Personas: How Many, How Much
  • How Brands Succeed Online
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  • Overcoming Barriers To Persona Creation
  • Persona Best Practices: Developing Your Customer Research Plan
  • How To Design Sites That Satisfy Millions Of Users
  • Scenario Design: A Disciplined Approach To Customer Experience
  • Web Design Agencies Show Persona Best Practices
  • How To Choose A Vendor For Design Personas
  • Amazon, Staples Share Persona Secrets At Shop.org
  • Persona Best Practices From Discover Card
  • The Power Of Design Personas
  • Scenario Design Depends On Personas

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