Cyberbranding : brand building in the digital economy / Deirdre Breakenridge.

Format:

Book

Author/Creator:

Breakenridge, Deirdre.

Series:

Financial Times Prentice Hall books

Language:

English

Subjects (All):

Brand choice.

Electronic commerce.

Physical Description:

1 online resource (xiv, 352 p. ) ill. ;

Edition:

1st edition

Place of Publication:

London ; New York : Financial Times Prentice Hall, c2001.

Language Note:

English

System Details:

text file

Summary:

The first complete framework for integrating offline and online marketing! Step-by-step processes for reengineering any brand! Achieving true synergies between online and offline brands Includes interviews with the world's leading Internet branding executives The Internet has changed all the business rules you live by–especially the rules for branding your products, services, and organization. Cyberbranding doesn't merely show you how the rules have changed: it presents a complete framework for branding that works now–and for years to come. Drawing on her extensive experience as a marketing consultant–and on interviews with many of the world's leading Internet branding executives–Deirdre Breakenridge answers these and other crucial questions: How do you move your brand online without compromising the values it already holds in the "real" world? How can you re-engineer an existing brand in the wake of the Internet revolution? How can you create a new brand that leverages the full power of the Web? The Internet. It isn't easy money. It isn't an excuse to forget the fundamentals. But for marketers willing to work hard, and work intelligently, it is the brand-building opportunity of a lifetime. In Cyberbranding , Deirdre Breakenridge shows how to use the Internet to build brands–and customer relationships–of remarkable depth and power. Drawing on the Internet's most impressive success stories–and its cautionary tales of disaster–she shows how to: Develop the vision of your online brand Identify your true online audience Persuade your customers by empowering them Personalize without becoming intrusive Make the most of online and offline research Use the much-maligned banner ad as a key branding tool Integrate Internet-based and off-line branding activities Appeal more effectively to today's multi-tasking consumer Draw the repeat traffic you're looking for Create affiliate marketing programs that work With Cyberbranding you can master lessons others spent billions to learn-and build 21st century brands worth billions to own. Whether you're a business leader, strategist, marketing professional, or public relations specialist, Cyberbranding gives you an action plan for strengthening your brand online and off–and leveraging it for maximum competitive advantage. "Finally, a book that covers all the important aspects of Internet marketing!" –Chuck Riegel, EVP Worldwide Marketing, Cybercash From the Foreword: "...Smart CyberBranding is not about building ...

Contents:

The power of branding

Making the transition to the internet

The impact of the internet on the brand

The emergence of the cyberbrand

Using technology properly to cyberbrand

Web site design to enhance the cyberbrand

Start with the organization and the cyberbrand vision

Empowered online audiences

Cyberstrategies to optimize audience response

Persuasion in cyberspace

Traditional research aids in cyberspace

Online research: leave it up to the technology experts

The system of Web tracking analysis

Ethics on the internet

Changing market landscapes

Banner ad sustenance in cyberspace

Affiliate marketing for the future

Driving traffic on the cyberhighway

Public relations: is there room for tradition in cyberspace?

PR cybertools for cyberspeed

Relationship-building tactics with the media

Best PR practices

Cyberbranding: beyond trial and tribulation.

Notes:

Includes bibliographical references (p. 330-341) and index.

Bibliographic Level Mode of Issuance: Monograph

Description based on publisher supplied metadata and other sources.

ISBN:

9786611083939

9781281083937

1281083933

9780131480940

0131480944

OCLC:

1027131547