The Strategic Role of E-Branding

Herbert Meyers and Richard Gerstman

Chapter 5 in branding@thedigitalage, 2001, pp 62-75 from Palgrave Macmillan

Abstract: Abstract It has been a fascinating time to be in business. This period has been called everything from the modern-day gold rush to the new economy to the information revolution. We have seen the rise of the knowledge worker and the demise of many Internet start-ups. The streets of Silicon Valley are littered with pink slips and tattered business plans, but those same streets are filled with numerous Internet millionaires walking to their empires.

Keywords: Brand Equity; Strategic Role; Corporate Brand; Engaging Customer; 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_6

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DOI: 10.1057/9781403905468_6

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