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FORRESTER CUSTOMER EXPERIENCE PRODUCTS
Scorecard: Web Site Brand Image Review 3.0
A negative score for any of the eight questions
indicates a likely problem that should be addressed, regardless of the overall total.
Total score: 10
Range: -16 to +16
Jack Mitchell MKT 419
Evaluated brand positioning:
1.
Von Dutch overall has a precise brand positioning, targeting those into street wear and American biker culture (mainly through hats and caps). They are also known for their unique designs and edgy
aesthetic as a whole. Each review question is scored on a scale of -2 to +2:
-2
Strong fail
Contradicts brand positioning or is seriously inconsistent with the image portrayed in other channels
-1
Fail
Fails to support brand positioning or is inconsistent with the image portrayed in other channels
1
Pass
Supports brand positioning and is consistent with the image portrayed in other channels
2
Strong pass
As above, plus creative treatment differentiates from competitors
1. Does the site’s content support brand positioning in a manner that is consistent with other channels?
2
-2
Contradicts brand positioning or is seriously inconsistent with the image portrayed in other channels -1
Fails to support brand positioning or is inconsistent with the image portrayed in other channels
1
Supports brand positioning and is consistent with the image portrayed in other channels 2
As above, plus creative treatment differentiates from competitors
Von Dutch manages to create an essence of street wear culture with images of models wearing their clothing while being placed in an edgy street backdrop. Along with this, Von Dutch has their in-stock hats/caps on the bottom of the home page. This is important to the score because those are primarily known for, mainly because of their iconic image and unique designs. Reference:
-
Forrester report, Web Site Content That Builds Brands
, March 3, 2008.
© 2010, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc. Trademarks are the property of their respective companies.
To update all
score calculations (including those in the Summary), press Ctrl+A. Then press F9.
2. Does the site’s functionality support brand positioning in a manner that is consistent with other channels?
1
-2
Contradicts brand positioning or is seriously inconsistent with the image portrayed in other channels -1
Fails to support brand positioning or is inconsistent with the image portrayed in other channels
1
Supports brand positioning and is consistent with the image portrayed in other channels 2
As above, plus creative treatment differentiates from competitors
Von Dutch has very consistent features amongst their website with popular featured items at the forefront of the website and tabs for other articles of clothing. With this also comes pictures and logo branding which encompasses the aura Von Dutch is trying to convey. Everything that needs to be there is there in other words. The only thing keeping the rating from being a 2 is the lack of social media links and possibly other unique design features to make a greater esthetic. Reference:
-
Forrester report, Rich Internet Applications That Build Brands
, March 27, 2008.
3. Do the site’s language and tone support brand positioning in a manner that is consistent with other channels?
2
-2
Contradicts brand positioning or is seriously inconsistent with the image portrayed in other channels -1
Fails to support brand positioning or is inconsistent with the image portrayed in other channels
1
Supports brand positioning and is consistent with the image portrayed in other channels 2
As above, plus creative treatment differentiates from competitors
Von Dutch has perfect tone and language throughout its site. Looking primarily at the product titles, tab titles, and descriptions, the brand implements language that not only helps sell with labels such as
“World Famous Trucker Hats” but also with casual speak like “Overnighters”. This fits the overall streetwear/rugged feel seen in the imagery on the site. Most competitors use basic terminology that is
seen throughout most shop websites. Reference:
-
Forrester report, Web Site Copy That Builds Brands
, July 1, 2008.
4. Does the site’s imagery support brand positioning in a manner that is consistent with other channels?
2
-2
Contradicts brand positioning or is seriously inconsistent with the image portrayed in other channels -1
Fails to support brand positioning or is inconsistent with the image portrayed in other channels
1
Supports brand positioning and is consistent with the image portrayed in other channels 2
As above, plus creative treatment differentiates from competitors
To elaborate more on the visuality of the brand, Von Dutch’s imagery is mainly in the logo at the top of the site and images of the clothing being modeled. The brand is portrayed visually consistent throughout the site and fits the identity they are portraying. Reference:
-
Forrester report, Web Site Imagery That Builds Brands
, August 27, 2008.
© 2010, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc. Trademarks are the property of their respective companies.
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