Cyberbranding: Brand Building in the Digital Economy by Deirdre K. Breakenridge PDF

By Deirdre K. Breakenridge

ISBN-10: 0130897108

ISBN-13: 9780130897107

ISBN-10: 0131480944

ISBN-13: 9780131480940

Framework for integrating advertising recommendations for the net with conventional advertising concepts. indicates the way to stream a model on-line with no affecting its price, tips to re-engineer an current model to raised go well with the hot net economic climate, and the way to create new manufacturers that promote good on the internet. DLC: model selection.

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Additional info for Cyberbranding: Brand Building in the Digital Economy

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It’s ironic that an industry bogged down with paper is so slow to make the transition to the Internet. Lawyers, for the most part, are not tech savvy, making the transition even more sluggish. casematch. com), founded by David Rizzo, an attorney himself. On this Web site we see lawyers utilizing the power of the Internet and conducting many functions of their daily business online. The LHN site allows member lawyers to take advantage of this virtual law office with everything from research tools to case management to marketing their firm and finding new clients.

And when it comes to competition, that has all changed too. Just when you think you have figured out exactly who the brick-and-mortar competitors are, in come the new dot-com start-ups and a bunch of online giants that keep merging to add more products and services to their sites. 32 CYBERBRANDING chapter 2 To recap, here’s an abridged list of considerations to keep in mind when it comes to transition and commitment in cyberspace: ■ How much do you know about the Internet and whether or not your audience will accept your brand’s presence online?

This ability increases the bond between the Why? Because of relationship marketconsumer and the cyberbrand. ing. In cyberspace, Benjamin Moore offers one-on-one experience with the visitor. Automatically, the expectations are different. The visitor on the site anticipates being able to use the Benjamin Moore paint calculator to figure out the dimension of the structure to be painted, and exactly how much primer and topcoat is necessary to finish a room from floor to ceiling. These added extras on the site go one step beyond the traditional mixture of brand elements.

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Cyberbranding: Brand Building in the Digital Economy by Deirdre K. Breakenridge

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