Scorecard_Web_Site_Brand_Image_Review_3.0 (2)

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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.

5. Does the site’s typography 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 This is Von Dutch’s spot of improvement. The font across the website is classy block font that has spaced out lettering. This is more of the opposite style the brand is trying to incorporate based off its brand positioning. There is no color change when hovering over the text tabs either. Very basic and not fitting. 6. Does the site’s layout 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 The brand is consistent with its layout and how the disperse the products throughout the site. If you are looking for what most people are looking for (the hats) they are on the front page of the website as stated previously. If you are looking for any other products, there are quick to use drop down tabs that are simple to navigate. Overall, well rounded layout but could improve spacing and color palate of the website to fit the brand identity more. More raunchy style instead of plain and simplistic. 7. Does the site communicate brand attributes that are meaningful to target users in a manner that is relevant to target users? 2 -2 There are two instances (or one major instance) where relevant brand attributes are not meaningful to target users or are not represented in a relevant manner. -1 There is one instance where brand attributes are not meaningful to target users or are not represented in a relevant manner. 1 Brand attributes are meaningful to target users and are represented in a relevant manner. 2 As above, plus the brand differentiates itself from competitors. The target users experience great brand attributes from the website. These include the products that are drawn too prior and high-quality unique designs that fit the manner they are looking for. The language and format of the website also fit this. The quality is shown in the images given on the website as well. 8. Does the site have high-quality production values? 1 -2 There are two instances (or one major instance) where poor production values degrade brand image. -1 There is one instance where poor production values degrade brand image. 1 The site has professional polish. It is free of typos, blatant grammar errors, and layouts that trap space. All aspects of the presentation demonstrate meticulous attention to detail. 2 As above, plus production values differentiate the site from competitors. Although the consistency throughout the website with design elements, they are not the best design elements. The loading speed and functionality of the website is quick and easy to navigate. Multimedia elements are there through pictures and those are high quality and show quality of the brands merchandise. Typography is the brands worst attribute that we investigated previously. Lastly, the overall sense of feel while being on the website matched the brand positioning well. © 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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SUMMARY 1. Does the site’s content support brand positioning in a manner that is consistent with other channels? 2 2. Does the site’s functionality support brand positioning in a manner that is consistent with other channels? 1 3. Do the site’s language and tone support brand positioning in a manner that is consistent with other channels? 2 4. Does the site’s imagery support brand positioning in a manner that is consistent with other channels? 2 5. Does the site’s typography support brand positioning in a manner that is consistent with other channels? -1 6. Does the site’s layout support brand positioning in a manner that is consistent with other channels? 1 7. Does the site communicate brand attributes that are meaningful to target users in a manner that is relevant to target users? 2 8. Does the site have high-quality production values? 1 Total score 10 Range: -16 to +16 Summary: Source from Module I used: https://www.nngroup.com/articles/brand-experience-ux/ When examining Von Dutch's website from the standpoint of brand experience, it is clear that the brand successfully distinguishes itself through the user experience. The site adheres to the brand's streetwear and motorcycle culture approach by showcasing famous caps and hats. The graphics, vocabulary, and tone express the brand's edgy aesthetic successfully, supporting the overall picture exhibited across channels. With featured items, a consistent layout, and brand iconography, the website's operation promotes brand positioning. Despite the absence of social media links, the site provides a user-friendly and brand-consistent experience. Language and tone stand out, with compelling messaging that goes beyond terminology. The layout mainly supports brand positioning by providing simple access to iconic hats, but improvements to spacing and color palette could boost the overall bawdy style. Von Dutch communicates significant brand attributes to target customers while exceeding expectations and delivering high-quality production value. While some aspects, such as font, might be improved, the website successfully differentiates itself by demonstrating a dedication to providing a unique and consistent customer experience. © 2010, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc. Trademarks are the property of their respective companies.

Scorecard_Web_Site_Brand_Image_Review_3.0 (2)

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