Brand Building on the Internet
Brand: Kogan Page

Brand Building on the Internet

  • Publish Date: 2000-06-01
  • Binding: Paperback
  • Author: Martin Lindstrom;Tim Frank Anderson

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Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions as:
-- What role should the Internet have in a marketing plan?
-- What types of companies are best suited to market our product on the Internet?
-- How can a systematic dialogue between the consumer and the brand be created?
-- How can strong traffic on a site be created?
-- How is it possible to measure the real value of branding a site?

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