My thesis' diary

2001-08-10T14:33:00.000-07:00

In the future: Take a look at: www.gebe1.blogspot.com!!!

2001-05-09T12:38:00.000-07:00

"The more things change, the more they stay the same!" (Alphones Karr (1849))
12 more days and I have to turn my thesis in and I have to say, that I'm almost finished. Now starts the correction phase!
Although I thought I would screw it, I made it!!!!!

Contents

List of abbreviations
List of Figures / Tables

1. Introduction

2. The brand as signifier and signified
2.1 Historical review of brands
2.1.1
2.2 Brand Complexity
2.2.1 Identity
2.2.2 Image/ Reputation
2.3 Brand Components
2.4 Brand Definition
2.5 Brand Life Cycle
2.6 Value Components
2.6.1 Producer Values
2.6.2 Consumer Values

3.. Value change in the New Economy
3.1 Getting to know the Internet
3.2 The New Marketplace
3.2.1 The Internet as the perfect market
3.2.2 Information era
3.2.3 Corporate organization
3.3 Mass Customization
3.3.1 Personalized Product
3.3.2 Personalized Pricing
3.3.3 Personalized Distribution
3.3.4 Personalized Communication

4. Relationship technology
4.1 From mass marketing to relationship marketing
4.2 Relationship marketing as a strategic option
4.2.1 The Concept of relationship management
4.2.2 Economics of relationship marketing

5. Determination of Virtual Communities
5.1 Virtuality
5.2 Typology
5.3 Evolutionary interaction and individuality
5.3.1 Evolution of Virtual Communities
5.3.2 Development of Community-members
5.4 Critical Mass

6. Brand building in cyberspace: Virtual Community
6.1 Relationship marketing in Virtual Communities
6.2 Community-culture
6.3 Credibility
6.4 Functions

7. Conclusion

Bibliography

2001-05-02T13:16:00.000-07:00

Contents

Chapter Page

List of abbreviations

List of Figures / Tables

1. Introduction

2. The brand as signifier and signified
2.1 Historical review of brands
2.2 Value Components
2.2.1 Producer Values
2.2.2 Consumer Values
2.3 Brand Complexity
2.3.1 Identity
2.3.2 Image/ Reputation
2.4 Brand Components
2.5 Brand Definition
2.6 Brand Life Cycle

3. Value change in the New Economy
3.1 Getting to know the Internet
3.2 The New Marketplace
3.2.1 The Internet as the perfect market
3.2.2 Information era
3.2.3 Corporate organization
3.3 Mass Customization
3.3.1 Personalized Product
3.3.2 Personalized Pricing
3.3.3 Personalized Distribution
3.3.4 Personalized Communication

4. Relationship technology
4.1 From mass marketing to relationship marketing
4.2 Relationship marketing as a strategic option
4.2.1 The Concept of relationship management
4.2.2 Economics of relationship marketing

5. Determination of Virtual Communities
5.1 Virtuality
5.2 Typology
5.3 Evolutionary interaction and individuality
5.3.1 Evolution of Virtual Communities
5.3.2 Development of Community-members
5.4 Critical Mass

6. Brand building in cyberspace: Virtual Community
6.1 Relationship marketing in Virtual Communities
6.2 Community-culture
6.3 Credibility
6.4 Functions

7. Conclusion

Bibliography

2001-05-02T13:15:00.000-07:00

Uuuh! Page 42! Getting close to the end! Contents

Chapter Page

List of abbreviations

List of Figures / Tables

1. Introduction

2. The brand as signifier and signified
2.1 Historical review of brands
2.2 Value Components
2.2.1 Producer Values
2.2.2 Consumer Values
2.3 Brand Complexity
2.3.1 Identity
2.3.2 Image/ Reputation
2.4 Brand Components
2.5 Brand Definition
2.6 Brand Life Cycle

3. Value change in the New Economy
3.1 Getting to know the Internet
3.2 The New Marketplace
3.2.1 The Internet as the perfect market
3.2.2 Information era
3.2.3 Corporate organization
3.3 Mass Customization
3.3.1 Personalized Product
3.3.2 Personalized Pricing
3.3.3 Personalized Distribution
3.3.4 Personalized Communication

4. Relationship technology
4.1 From mass marketing to relationship marketing
4.2 Relationship marketing as a strategic option
4.2.1 The Concept of relationship management
4.2.2 Economics of relationship marketing

5. Determination of Virtual Communities
5.1 Virtuality
5.2 Typology
5.3 Evolutionary interaction and individuality
5.3.1 Evolution of Virtual Communities
5.3.2 Development of Community-members
5.4 Critical Mass

6. Brand building in cyberspace: Virtual Community
6.1 Relationship marketing in Virtual Communities
6.2 Community-culture
6.3 Credibility
6.4 Functions

7. Conclusion

Bibliography

2001-04-20T00:10:00.000-07:00

Page 24 and I'm really not getting on as well as I should!

1. Introduction

2. The brand as signifier and signified
2.1 Historical review of brands
2.2 Value Components
2.2.1 Producer Values
2.2.2 Consumer Values
2.3 Brand Complexity
2.3.1 Identity
2.3.2 Image/ Reputation
2.4 Brand Components
2.5 Brand Definition
2.6 Brand Life Cycle

3. Value change in the New Economy
3.1 Getting to know the Internet
3.2 The New Marketplace
3.2.1 The Internet as the perfect market
3.2.2 Information era
3.2.3 Corporate organization
3.3 Mass Customization
3.3.1 Personalized Product
3.3.2 Personalized Pricing
3.3.3 Personalized Distribution
3.3.4 Personalized Communication

4. Relationship technology
4.1 From mass marketing to relationship marketing
4.2 Relationship marketing as a strategic option
4.2.1 The Concept of relationship management
4.2.2 Economics of relationship marketing

5. Relationship Marketing in Cyberspace
5.1 Types of VC
5.1.1 XX
5.1.2 XX
5.1.3 XX
5.1.4 XX
5.2 Rules
5.3 Tools

6. Conclusion

2001-04-09T16:54:00.000-07:00

I’m on page 19!!!
Although last week I almost thought I wouldn’ be able to make it, I’m now getting on with that sh..! Finally!

1. Introduction

2. The brand as signifier and signified
2.1 Historical review of brands
2.2 Value Components
2.2.1 Producer Values
2.2.2 Consumer Values
2.3 Brand Complexity
2.3.1 Identity
2.3.2 Image/ Reputation
2.4 Brand Components
2.5 Brand Definition
2.6 Brand Life Cycle

3. Value change in the New Economy
3.1 Getting to know the Internet
3.2 The New Marketplace
3.2.1 The Internet as the perfect market
3.2.2 Information era
3.2.3 Corporate organization
3.3 Rekationship Technology
3.4 Mass Customization
3.4.1 Personalized Product
3.4.2 Personalized Pricing
3.4.3 Personalized Distribution
3.4.4 Personalized Communication

4. Brand-building seen as relationship-building
a) The Concept of RM
b) Why is it possible to talk of relationship management when talking about brand management
c) Organizational learning

5. Web-Community: The perfect tool for brand-building
5.1 Rules for the setting-up of a community
5.2 Tools for setting up a community

6. Conclusion

Bibliography

2001-04-02T15:09:00.000-07:00

3.1Getting to know the Internet
What`s the cold Wr's impact on the evolution on the Web?
From the ARPA-Nat to the NSF-Net to "the networke of all networks"- the Internet!

Pages: 9!

Slowly, but I'm working my way to the ending! Every page is important!

2001-04-02T06:10:00.000-07:00

The last couple of days I worked on the good old copy-paced-system: This is what headlines resulted out of that! All I have to do is, organize them, so that they make sence and than fill the paragraphs!

DEFINITION OF MULTIMEDIA
DEFINITION OF MARKETING/ ONLINE-MARKETING
MASSMARKETING TO RM
RELATIONSHIP MARKETING IN THE CYBERSPACE
STAGES IN THE BUYER DECISION PROCESS
EVOLUTION OF THE INTERNET
THE INTERNET AND THE MARKTING-MIX
EVOLUTION OF BRAND-IDENTITY
ELECTRONIC MARKETS
ELECTRONIC COMMUNICATION POLICY
WORD OF MOUTH
ELECTRONIC PRODUCT POLICY
E-COMMERCE (ONLINE-SHOPPING / ONLINE DISTRIBUTION)
CHANGES IN THE MARKETPLACE AS SUCH
VALUE OF BRANDS IN THE N.E.
COMMUNICATION WITHIN CHATS AND FOREN
CHANGES WITHIN THE WHOLE ORGANIZATION
COMMUNITY
VC / THE WEBSITE
4Ps MODEL
TRUST
LOYALTY

2001-03-27T09:18:00.000-08:00

I went to see my professor today to talk to him about my structur. Here's whatchanges he recommended:
A diagnostic approach to value adding strategies in brand-building through web-communities

1. Introduction

2. The brand as signifier and signified
2.1 Historical review of brands
2.2 Value Components
2.2.1 Producer Values
2.2.2 Consumer Values
2.3 Brand Complexity
2.3.1 Identity
2.3.2 Image/ Reputation
2.4 Brand Components
2.5 Brand Definition
2.6 Brand Life Cycle

3. Value change in the New Economy

4. Brand-building seen as relationship-building
a) The Concept of RM
b) Why is it possible to talk of relationship management when talking about brand management
c) Organizational learning

5. Web-Community: The perfect tool for brand-building
5.1 Rules for the setting-up of a community
5.2 Tools for setting up a community

6. Conclusion

Bibliography

I don't know yet, if I'm really satisfied with his changes, but I'll think I better stick with it!
I still haven't written more than seven pages, but as me being of a positice nature, ! will get it done in time. No doubt!

2001-03-26T10:35:00.000-08:00

A lot has happened since I last posted!
The first eight pages are written and chapter two is almost finished. Now I have to start working on the challenging part chapter three and four. Why do I start speaking of Relatioship Management and where is the link to web-communities?
I'll promise, I'll keep you updated this time!

1. Introduction

2. What’s in a brand
2.1 Historical review of brands
2.2 Value Components
2.2.1 Producer Values
2.2.2 Consumer Values
2.3 Brand Complexity
2.3.1 Identity
2.3.2 Image/ Reputation
2.4 Brand Components
2.5 Brand Definition
2.6 Brand Life Cycle

3. Brand-building seen as relationship-building

4. Value change

5. Web-Community: The perfect tool for brand-building
5.1 Rules for the setting-up of a community
5.2 Tools for setting up a community

6. Conclusion

Bibliography

2001-03-15T12:10:00.000-08:00

2.1 Historiacal overview

The romans, the Middle Ages, the good old cowboys and the Industrial Revolution: They all added something to the meaning of a brand at what its use is. That is described in this chapter, which I just wrote!
The first page is written and there are many more to come!

2001-03-15T11:54:00.000-08:00

1. Introduction

2. What’s in abrand
2.1 History of brand
2.2 Different definition approaches
2.3 Factors that make a brand
2.4 Types of brand
2.5 Lifecycle of a brand

3. Impacts on the how to brand
3.1 The stakeholder
3.2 Affects of the internet on branding

4. Brand-building seen as relationship-building

5. Web-Community: The perfect tool for brand-building
5.1 Rules for the setting-up of a community
5.2 Tools for setting up a community

6. Conclusion