branding@thedigitalage
Author:   H. Meyers ,  R. Gerstman ,  Richard Gerstman
Publisher:   Palgrave Macmillan
ISBN:  

9780333947692


Pages:   184
Publication Date:   14 September 2001
Format:   Hardback
Availability:   In Print   Availability explained
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branding@thedigitalage


Overview

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.

Full Product Details

Author:   H. Meyers ,  R. Gerstman ,  Richard Gerstman
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Dimensions:   Width: 14.00cm , Height: 1.40cm , Length: 21.60cm
Weight:   0.399kg
ISBN:  

9780333947692


ISBN 10:   033394769
Pages:   184
Publication Date:   14 September 2001
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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

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Author Information

HERBERT M. MEYERS and RICHARD GERSTMAN are senior executives for Interbrand in the USA. Herbert M Meyers is the author of a number of successful books. Interbrand are the world's largest branding consultancy.

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