The Dynamics for Package Goods on the Internet

Herbert Meyers and Richard Gerstman

Chapter 6 in branding@thedigitalage, 2001, pp 76-89 from Palgrave Macmillan

Abstract: Abstract With the mainstream growth of the Internet and electronic media over the past few years, new “i” and “e” words are being coined all the time, but different people may have slightly different interpretations of the same words. So for clarity, the definition of “e-branding” used in this chapter is when a brand’s identity and equity is extended onto the Internet, or through electronic media. This involves synergizing both physical and digital assets in such a way that the brand is consistent online and offline, and consumers are not confused but see the brand as one holistic brand.

Keywords: Product Category; 6the Dynamic; Laundry Detergent; Package Good; Shopping Experience (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_7

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DOI: 10.1057/9781403905468_7

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