Branding  The Digital Age 1st Edition

Branding @ The Digital Age

Herbert Meyers and Richard Gerstman

Palgrave Macmillan Publishers Ltd, 1st Edition - September 2001.

Drawing on their experience with Interbrand the authors examine how this should be done and map out the future of
e-branding

Chapters


  1. The Internet Explosion Bojana Fazarinc

  2. From Retailing to e-tailing David B. Green

  3. E-retailing: a look ahead Frederick J. Horowitz

  4. Web Brands Hilary Billings

  5. The Strategic Role of e-branding  Deborah Chae and Andy Bateman

  6. The Dynamics for Package Goods on the Internet Vivienne Lee Bechtold

  7. Brand Design for Digital Viewing
    Charles E. Brymer

  8. Interactive Brand Design Research  Rudy Nadilo

  9. Interfacing With The Consumer David A. Burwick

  10. Interfacing With Advertising, Jonathan Nelson

  11. Brand Identity and the Law
    Morag Macdonald,  Allan Poulter

  12. A Look Ahead: e-biz in the new millennium
    Robert J. Herbold

1. The Internet Explosion
From the 30-ton Eniac to the PC; Turning raw analogue data into workable information; The Internet as an important part of business; Using the Internet as a content repository; Dividing business into smaller marketing niches; The need for consistency in branding on the Internet.

2. From Retailing To E-tailing
Retailing online and offline; Selling the personality of an e-tail brand; Marketing e-tailing strategy relevance; Building customer relationships on the web; E-tailing with Internet partners; The Internet as a community meeting place.

3. E-retailing: a look ahead
Merchandizing online and offline; Leveraging existing strength on the we; Determining the right product mix for e-tailin; Couponing on the web; Solution retailing on the web; Fulfillment, the future key to e-tailing.

4. Web Brands
WebBrand.com – a new form of private (own) labels?; The challenge of building a web brand; Developing the right e-brand name; Positioning the e-brand; Focusing on an underserved market; Personalizing the e-brand experience.

5. The Strategic Role of e-branding
The strategic role of brands; Ceding control; Community participation; Focusing on core competency; Keeping your content current; Creating engagement.

6. The Dynamics for Package Goods on the Internet
The critical need for branding in cyber shopping; New brand relationships; Building consumer confidence on the web; Maintaining brand values; Leveraging brand equity on the web; Introducing new brands on the web.

7. Brand Design for Digital Viewing
Brand relevance through design; Dimensionalizing your brand; Creating brand loyalty on the web; Simplifying navigation of the web; Reflecting the global nature of brand; The designer of the future.

8. Interactive Brand Design Research
Gathering market intelligence on the Internet; New research products and technologies; E-research versus traditional research; Immediate brand and shopper information; Profiling consumers’ use of product.

9. Interfacing With The Consumer
Promoting the brand online; Partnering on the Internet; Rewarding the consumer online; Integrating online and offline promotion; Consumer interaction with all media; Sharing experiences on the Internet.

10. Interfacing With Advertising
Determining the customer value proposition; Targeting and addressing your specific audience; Convergence of TV and interactive; Tying marketing directly to purchasing; Establishing stronger brand relationships.

11. Brand Identity and the Law
Brand name and trade mark protection online; Identity elements for e-trade; Enforcement – where to go; Domain name hijacking or cyber squatting; Misuse of trade marks on the Internet.

12. A Look Ahead: e-biz in the new millennium
Digital convergence in the home; Concise targeting on the Internet; The importance of change; E-shopping versus traditional shopping; Smartdevices in the future.

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