19 July 2007
A recent Manufacturer Web Site Branding Study by J.D.Power and Associates measures the effect the design of a manufacturer website has on its brand perception amongst potential car purchasers. The study was split into four categories including product, economy, image and performance and focused on 25 different branding attributes.
Volkswagen's site offers a completely new information flow centered on a widget-based menu, search, and minimalist page design,
comments Steve Witten, executive director of marketing/media research at J.D. Power and Associates.
In an industry that has typically been confined to multi-level fly-out navigation, Volkswagen's new design effectively increased the perception that their models are technologically advanced and innovatively designed.
Although it comes at a cost to the manufacturer, the power of refreshing a website’s design with usability at the heart and creating new innovative features should not be underestimated in its ability to strengthen brand perception and lead to increase in online sales.
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