Brand Building in the Digital EconomyeBook - 2001
The Internet has changed all the business rules - especially the rules for branding products, services, and organization. Cyberbranding presents a complete framework for branding that works now - and for years to come. Drawing on her experience as a marketing consultant - and on interviews with many Internet branding executives, Deirdre Breakenridge answers these and other crucial questions: How do you move your brand online without compromising the values it already holds in the real world? How can you re-engineer an existing brand in the wake of the Internet revolution? How can you create a new brand that leverages the full power of the Web?
Publisher: London ; New York : Financial Times Prentice Hall, c2001.
Characteristics: xiv, 352 p. : ill. ; 24 cm.