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Author: Martin Lindström
Publisher:
ISBN: 9780749433130
Category : Brand marketing
Languages : en
Pages : 0
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Book Description
A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan?; what types of companies are best-suited to market our product on the Internet?; how can a systematic dialogue between the consumer and the brand be created?; how can strong traffic on a site be created?; and how is it possible to measure the real value of branding a site? There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M & Ms, FedEX, Kodak, Volkswagen, and Visa.
Author: Martin Lindström
Publisher:
ISBN: 9780749433130
Category : Brand marketing
Languages : en
Pages : 0
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Book Description
A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan?; what types of companies are best-suited to market our product on the Internet?; how can a systematic dialogue between the consumer and the brand be created?; how can strong traffic on a site be created?; and how is it possible to measure the real value of branding a site? There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M & Ms, FedEX, Kodak, Volkswagen, and Visa.
Author: Richards Macdonald
Publisher: GRIN Verlag
ISBN: 3656416354
Category : Computers
Languages : en
Pages : 8
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Book Description
Seminar paper from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: A, The University of Chicago, language: English, abstract: The emergence of the Internet has provided a powerful marketing medium for all businesses, whether big or small, new or old. It has enabled all types of businesses to promote their brands easily. The Internet explosion in the past few years has changed the entire business processes and outlined the future business operations. The changes are visible in almost all business operations, and they have initiated rethinking of supply chain networks, reconfiguration of products and services or revamping of business models. The most significant change has been noticed in the promotional activities and in the use of the Internet as a brand building tool. The Internet has offered new opportunities, making traditional business practices outdated. It provided the opportunity to reach a wide range of audience and create never-before possible propositions. It also provided a new tool for promoting business, interacting with people and building relationships. It has also empowered customers with information and many options, and has changed the fundamental concepts of interaction between companies and customers. These tremendous changes in customer relationships, customer service and branding require new strategies and tools for brand building. The Internet has enabled new entrepreneurs to create new and strong brands, thus leaving established brands behind. Internet companies like Amazon.com, Yahoo!, eBay, and America Online (AOL) have established strong brands in a short span of time, whereas the traditional companies have taken decades for the same. Figure 1 below exhibits the time taken in years by the Internet companies in reaching $100 million mark.
Author: Deirdre Breakenridge
Publisher: Financial Times/Prentice Hall
ISBN: 9780130897107
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
There are hundreds of people worldwide who have spent their careers creating and implementing branding and marketing strategies. This book will provide analysis and step-by-step processes to tie the two worlds together (online and offline) to create a new kind of branding: Cyberbranding.
Author: Serge Timacheff
Publisher: McGraw Hill Professional
ISBN: 0071381309
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Industry experts agree that one of the biggest issues facing brick-and-mortar companies in the New Economy is the need to transfer offline brand credibility onto the Internet. Yet, as Walmart and many other brick-and-mortar brands have discovered, extending their brand out into the unfamiliar reaches of cyberspace is a tricky business, at best, involving new technologies and revolutionary new branding strategies. Written by two of the world’s most sought-after experts on Web brand development, From Bricks to Clicks arms managers and executives at established brick-and-mortar brands with a proven five-step approach to successful online branding. With the help of case studies and interviews, the authors acquaint readers with the full range of important issues surrounding Web branding and get them up to speed on the latest technologies for creating greater brand differentiation online. Then, step-by-step, they walk them through the process of transplanting their company’s brand recognition into the digital marketplace for business success online.
Author: Susan Meyer
Publisher: The Rosen Publishing Group, Inc
ISBN: 1477776486
Category : Juvenile Nonfiction
Languages : en
Pages : 48
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Book Description
Whether you're in business or just enjoying some free time on social media, creating an identity on the Web is more important than ever. Readers will learn how companies of all shapes and sizes use the Internet to form an image and increase sales. This instructive volume also provides examples of how one's personal brand online is more important than one might think. Myths and facts dispel some common misconceptions about online branding, and 10 Great Questions to Ask a Social Media Specialist will help readers focus on the important aspects of their online presence.
Author: Leslie De Chernatony
Publisher:
ISBN: 9780704424302
Category : Brand name products
Languages : en
Pages : 34
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Book Description
Author: Omar Abedin
Publisher: Trafford Publishing
ISBN: 1490761500
Category : Self-Help
Languages : en
Pages : 96
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Book Description
The world today is struggling with the Personal Brand Paradox. On the one hand, growing competition at a global level is making it increasingly difficult for people to make enough money to support the lifestyle that more and more of us aspire for. On the other hand, social media and the Internet are giving us all the opportunity to experience global fame. In fact, the millennial generation that has grown up with the Internet as a fact of life now expects that they will at some point get their fifteen minutes of fame. So how do you resolve this clash between an unstoppable force and an immovable object? Building Brand YOU! casts light on what many consider to be the (black) art and science that is branding and marketing and its practical application to building your personal brand. The tools and methods described in the book are used by millions of marketers around the world to build the brands they manage on a daily basis. Now, you can apply these trusted techniques to truly differentiate yourself, and if done well, it is nothing short of magical.
Author: Deborah Kania
Publisher: McGraw-Hill Companies
ISBN:
Category : Brand name products
Languages : en
Pages : 312
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Book Description
Kania explores the basics of online brand marketing and shows how to plan and execute a successful online branding strategy. This will develop a "next generation media mix" to leverage both online and offline marketing media in promoting a brand. 25 illustrations.
Author: Leslie de Chernatony
Publisher: Routledge
ISBN: 1136445188
Category : Business & Economics
Languages : en
Pages : 496
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Book Description
This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: • Summarises the latest thinking and best practice in the domain of branding • All new real marketing campaigns show how branding theories are implemented in practice • Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
Author:
Publisher: John Wiley & Sons
ISBN: 1119533287
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
