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The Art of Digital Branding

Overview

Use the Internet to enhance your company’s brand identity! Marketers, managers, business owners, and entrepreneurs will find a wealth of tips and strategies for building a web presence that can increase revenue, improve customer relations, and boost brand loyalty.

Digital brand expert Ian Cocoran explains the traditional theories of branding and explores the ways in which they can be applied to web sites, no matter what the given industry or field. The unique needs of nonprofit ...

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The Art of Digital Branding

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Overview

Use the Internet to enhance your company’s brand identity! Marketers, managers, business owners, and entrepreneurs will find a wealth of tips and strategies for building a web presence that can increase revenue, improve customer relations, and boost brand loyalty.

Digital brand expert Ian Cocoran explains the traditional theories of branding and explores the ways in which they can be applied to web sites, no matter what the given industry or field. The unique needs of nonprofit organizations are discussed, and numerous real-life illustrations of good and bad online branding efforts are provided. Chapters traffic flow, and maximizing site functionality. Anyone looking to use the Internet’s potential to maximize the strength of his brand must have this book.

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Product Details

  • ISBN-13: 9781581158762
  • Publisher: Skyhorse Publishing
  • Publication date: 11/15/2011
  • Edition description: Revised Edition
  • Pages: 272
  • Product dimensions: 6.00 (w) x 8.90 (h) x 1.00 (d)

Meet the Author

Ian Cocoran entered the field of industrial distribution after a successful ten-year spell in retail. In 2003, he became managing director of a leading industrial chemicals business, the youngest ever appointed by the company. While Cocoran excels at business management and organizational change initiatives, his communication skills have led him to successful ventures in PR and media work. Cocoran has been reviewing corporate websites for brandchannel.com since its inception in 2001. He has worked as a senior manager and director with multinational organizations in the home improvement, pharmaceutical, well-being, fashion, and chemical industries. He lives in Sydney, Australia.
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Table of Contents


Foreword     v
A Note from the Author     vii
Acknowledgments     ix
Introduction     xi
Chapter Overviews
What's in a Name?     1
IP Addresses     2
Domain Names     5
Search Engines     18
First Impressions Last     27
How the Human Brain Works     29
Whole-Brain Branding     31
The Good, the Bad, and the Largely Indifferent     35
Who Has the Prettiest Child?     47
Say What You Mean and Mean What You Say     57
About Us     59
Products and Services     65
Contact Us     71
FAQs     77
News and Investor Relations     78
Search Engines and Site Maps     79
It's a Small World After All     83
The Hypothetical Pie Co.     84
Brand Positioning     86
Segmentation     94
Okay, You Built It; that Doesn't Mean They're Coming     109
Online Clubs and Memberships     111
The Online Community     118
Playing Games     122
Offline/Online Vouchers     127
Competitions     128
Other Stuff     129
Functionality Now and for the Future     139
Java, Flash, and Techie Stuff     141
Functionality     148
The Luxury Brand Debate     167
Online Shopping     170
The Winds of Change     187
Conclusions     191
It's All in the Best Possible Taste     195
Corporate Philanthropy and the Web     199
Charity Begins at Home     207
The Giving Mall     211
The Web's Contribution     215
The Emotionally Intelligent Web Site     223
What Is Emotional Intelligence?     226
El and the Branded Web Site     229
The Web Site Emotional Intelligence Model     232
The Emotional Impact of a Branded Web Site     236
The Evolution of a Branded Web Site     240
Epilogue     247
Glossary     249
Index     251
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