Branding @ The Digital Age

by Edited by Herbert M. Meyers and Richard Gerstman

• ISBN13: 9780333947692
• ISBN10: 033394769X
• Format: Trade Book
• Copyright: 2002-01-12
• Publisher: Palgrave Macmillan

Summary

The advent of the Internet and other new digital technologies means that companies-be they virtual or traditional bricks-and-mortar-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 such companies as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors focus on the strategic role of e-branding. Practical, tested, and designed for companies in any industry, this book presents a lively look at creating and sustaining e-brands beyond the current dot-com fizzle.

Author Biography

Herbert M. Meyers and Richard Gerstman are senior executives for Interbrand. Herbert M. Meyers is the author of a number of successful books, including The Marketer's Guide to Successful Package Design. Both authors live in the New York metropolitan area.

Table of Contents

about the editors	ix
acknowledgments	xi
introduction	1	(5)
Herbert Meyers
Richard Gerstman
the internet explosion	6	(16)
Bojana Fazarinc
From the 30-ton Eniac to the PC
Turning raw analog data into workable information
The Internet as an important part of business
Using the Internet as a content repository
Dividing business into smaller marketing niches
The need for consistency in branding on the Internet
from retailing to e-tailing	22	(14)
David B. Green
Retailing online and offline
Selling the personality of an e-tail brand
Marketing e-tailing strategy relevance
Building customer relationships on the web
E-tailing with Internet partners
The Internet as a community meeting place
e-retailing: a look ahead	36	(12)
Frederick J. Horowitz
Merchandizing online and offline
Leveraging existing strength on the web
Determining the right product mix for e-tailing
Couponing on the web
Solution retailing on the web
Fulfillment, the future key to e-tailing
web brands	48	(14)
Hilary Billings
WebBrand.com - a new form of private (own) labels?
The challenge of building a web brand
Developing the right e-brand name
Positioning the e-brand
Focusing on an underserved market
Personalizing the e-brand experience
the strategic role of e-branding	62	(14)
Deborah Chae
Andy Bateman
The strategic role of brands
Ceding control
Community participation
Focusing on core competency
Keeping your content current
Creating engagement
the dynamics for package goods on the internet	76	(14)
Vivienne Lee Bechtold
The critical need for branding in cyber shopping
New brand relationships
Building consumer confidence on the web
Maintaining brand values
Leveraging brand equity on the web
Introducing new brands on the web
brand design for digital viewing	90	(12)
Charles E. Brymer
Brand relevance through design
Dimensionalizing your brand
Creating brand loyalty on the web
Simplifying navigation of the web
Reflecting the global nature of brands
The designer of the future
interactive brand design research	102	(14)
Rudy Nadilo
Gathering market intelligence on the Internet
New research products and technologies
E-research versus traditional research
Immediate brand and shopper information
Profiling consumers' use of products
interfacing with the consumer	116	(14)
David A. Burwick
Promoting the brand online
Partnering on the Internet
Rewarding the consumer online
Integrating online and offline promotions
Consumer interaction with all media
Sharing experiences on the Internet
interfacing with advertising	130	(12)
Jonathan Nelson
Determining the customer value proposition
Targeting and addressing your specific audience
Convergence of TV and interactive
Tying marketing directly to purchasing
Establishing stronger brand relationships
brand identity and the law	142	(14)
Allan Poulter
Brand name and trade mark protection online
Identity elements for e-trade
Enforcement - where to go
Domain name hijacking or cyber squatting
Misuse of trade marks on the Internet
a look ahead: e-biz in the new millennium	156	(14)
Robert J. Herbold
Digital convergence in the home
Concise targeting on the Internet
The importance of change
E-shopping versus traditional shopping
``Smart'' devices in the future
index	170