branding@thedigitalage

by H. Meyers, R. Gerstman

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.

Product Details

ISBN-13:	9780333947692
Publisher:	Palgrave Macmillan UK
Publication date:	09/14/2001
Edition description:	2001
Pages:	184
Product dimensions:	5.51(w) x 8.50(h) x 0.03(d)
Lexile:	1290L (what's this?)

About the Author

ANDY BATEMAN Managing Director, Interbrand Interactive
VIVIENNE BECHTOLD Director of I-Knowledge, Procter & Gamble
HILARY BILLINGS Chairman, CMO, RedEnvelope
CHARLES E. BRYMER Group Chief Executive, Interbrand Group
DAVID A. BURWICK Vice President, Marketing, Pepsi-Cola Company
DEBORAH CHAE President, Interbrand Interactive
BOJANA FAZARINC Formerly Director of Global Marketing Services, Hewlett Packard
DAVID B. GREEN Senior Marketing Officer, McDonald's International
ROBERT J. HERBOLD Executive Vice President and Chief Operating Officer, Microsoft Corporation
FREDERICK J. HOROWITZ President, NetGrocer.com
RUDY NADILO President and Chief Executive Officer, Greenfield Online
JONATHAN NELSON Chief Executive Officer, Organic
ALLAN POULTER Managing Director, Markforce Associates

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