Branding @ the Digital Age

H. Meyers, R. Gerstman

  • 出版商: Palgrave Macmillan
  • 出版日期: 2001-09-14
  • 售價: $2,894
  • 貴賓價: 9.5$2,749
  • 語言: 英文
  • 頁數: 184
  • 裝訂: Hardcover
  • ISBN: 033394769X
  • ISBN-13: 9780333947692

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商品描述

Description

Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.

 

Table of Contents

Introduction
The Internet Explosion
From Retailing to E-tailing
E-retailing: A Look Ahead
Web Brands
The Strategic Role of E-branding
The Strategic Role of Packaging
Package Design for Web Viewing
Interactive Consumer Research
Interfacing with the Consumer
Interfacing with Advertising
Brand Identity and the Law
A Look Ahead