From Retailing to E-Tailing

Herbert Meyers and Richard Gerstman

Chapter 2 in branding@thedigitalage, 2001, pp 22-34 from Palgrave Macmillan

Abstract: Abstract A strong brand is a strong brand wherever you experience it. The basic elements of branding are the same whether they are applied to the retail environment, in-store merchandising, e-commerce, or websites. Branding still relies totally on the customer’s experience. The art of branding today, in this time of high technology, is no different than it has been over the past hundred years. The principals are the same. Only the pace and complexity of options have increased geometrically, dramatically increasing the speed of success or failure. In the end, brands that understand themselves and their customers the best, and then consistently execute against that focused understanding, have the best chance of long-term profitable success.

Keywords: Customer Relationship Management; Customer Loyalty; Brand Personality; Alliance Partner; Strong Brand (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-4039-0546-8_3

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DOI: 10.1057/9781403905468_3

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