Last but not least, the final 2 questions of Unit 4 - Online Branding

3. What do you think are some of the existing strategies which the chosen website use to publicise and generate awareness of the website among its key audience segments?

Singtel’s online brand is adapted from an offline brand and their offline business is definitely bigger than the online business therefore their domain name is based on their offline business - Singtel.com.sg.

The purpose of creating a brand online is to produce brand loyalty and instill higher awareness and perceived quality of the brand. The results of this would lead to more purchases made by customers, frequent visits to check out the latest promotions, to register as an online customer and other value-adding activities which helps to strengthen and promote the brand.

Singtel’s existing strategies currently fulfills the following objectives:

a) A positive attitude is created when people visit their site because of their interactive site design (flash advertisements etc.)

- This could be an attraction to new and potential customers or, persons new to the brand “Singtel”

b) Builds trust amongst its customers to further enhance the offline brand, to create the band (Singtel) awareness around the world and to fulfill its promises of impressive post-service to its customers.

- This strategy probable targets investors and potential investors as Singtel is a trust-worthy and reliable business partner.

c) It creates web value by satisfying current/ potential customers’ needs or wants by publishing a whole lot of relevant information on its products and services offered. It also exceeds expectations by customers and investors when it establishes a prominent website in addition to its strong offline brand.

- This is a win-win situation for both Singtel and its investors and customers.


4. What additional branding strategies would you recommend to this site to:

(a) Strengthen its online branding identity

It could increase the number of flash ads to attract more visitors by putting flash banner ads in its website. They should place the ads in places their targeted consumers roam. Like tech geeks, an example would be to place the ad in hardwarezone.com

Their banner ads could also be linked to their current promotions page where they’d like to sell more of the promotion items.


(b) Promote greater awareness of the website to its various audience segments?

One way is to sponsor contents in other websites. An example could be having a pop-up in a bank’s website (targets = bank executives who travels frequently).

The pop-up content is like a questionnaire/answer which states the telecommunication problems of these executives. This will get them interested in what/how Singtel can solve their problem and visit Singtel’s site.

That's the end of Unit 4.