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Copy of Amazon Template

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by

Lucy Lee

on 16 April 2014

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Transcript of Copy of Amazon Template

Amazon.com
Brand Audit
Recommendations
Milestones
Outline
Brand Hierarchy
5Cs
Brand Pyramid
Amazon's logo says it all: A to Z
In other words, Everything to Everyone
Can they deliver on this promise?

Milestones
Brand Hierarchy
5Cs
STP
STP
Customer
Company

Competition
Collaborators
Context
Everyone with an internet connection and a wallet
Customer-centric e-commerce: Prime Media-centric consumer electronics: Kindle
Cloud-centric B2B solutions: AWS
e-commerce: Wal-Mart, E-Bay
Consumer Electronics: Apple, Samsung
B2B: Microsoft, Rackspace
Consumer
Brand
Resonance
Brand Salience
Brand Performance
Brand Imagery
Consumer
Judgements
Consumer
Feelings
Rational
Emotional
Thousand of independent
retailers and wholesalers.
Android on Kindle
Its day one at Amazon. The internet
is the wild west. Legislation can
change and habits can change.
Amazon must
5Cs
Customer
Company

Competition
Collaborators
Context
Everyone with an internet connection and a wallet
Customer-centric e-commerce: Prime Media-centric consumer electronics: Kindle
Cloud-centric B2B solutions: AWS
e-commerce: Wal-Mart, E-Bay
Consumer Electronics: Apple, Samsung
B2B: Microsoft, Rackspace
Thousand of independent
retailers and wholesalers.
Android on Kindle
Its day one at Amazon. The internet
is the wild west. Legislation can
change and habits can change.
Amazon must
Brand Pyramid
Consumer
Brand
Resonance
Brand Salience
Brand Performance
Brand Imagery
Consumer
Judgements
Consumer
Feelings
Rational
Emotional
peace of mind
no stress
no worries
trust
Performance
Price
ontime delivery
number of SKUs
one-click
free shipping
Judgment
Best Value
Best Selection
More for Less
Imagery

Resonance
First thing that
comes to mind
Trust
Full transcript