Bookcover of Online Branding
Booktitle:

Online Branding

Leveraging Brand Equity through the Internet - A Priority for Lifestyle Brands in 2007

VDM Verlag Dr. Müller (2008-08-29 )

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ISBN-13:

978-3-639-07580-9

ISBN-10:
3639075803
EAN:
9783639075809
Book language:
English
Blurb/Shorttext:
Brands have become the most important asset of corporations today. Further, they play a significant role in consumers` daily lives as they are the main point of differentiation and provide customers with a perception of guidance in the jungle of raising product choice. The last two decades and specifically the last five years, the internet has dramatically altered and enlarged the playground on which brands unrelentingly navigate; with enormous opportunities and great challenges. This book has translated one of these major opportunities by questioning how lifestyle brands which are a creative response to the latest customer wants and needs, can leverage their brand equity through the internet. In answering this question, a theoretical frame-work has been developed that enables measurement on how well brands perform in leveraging brand equity through the web.
Publishing house:
VDM Verlag Dr. Müller
Website:
http://www.vdm-verlag.de
By (author) :
Raff Rebekka
Number of pages:
120
Published on:
2008-08-29
Stock:
Available
Category:
Business management
Price:
49.00 €
Keywords:
Branding, online-branding, Brand Equity, lifestyle brands, E-Marketing, E-Branding, leveraging brand equity, brand terms, definition of e-branding, online brand communication, online audience measurement, online brand communication

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