Brand Design for Digital Viewing

Herbert Meyers and Richard Gerstman

Chapter 7 in branding@thedigitalage, 2001, pp 90-101 from Palgrave Macmillan

Abstract: Abstract A majority of people have a misconception regarding brands on the Internet — that they are different from other brands that have existed for decades. A brand is essentially a promise of an experience. It is a set of tangible and intangible elements which in tandem create an experience, or the promise of that experience, in someone’s mind. So whether a brand is offered in a 12 oz. bottle, operates with an engine and a steering wheel, or is experienced only on the Internet, theoretically it’s the same thing. The difference lies in the medium itself and the opportunities that the Internet provides to create a much more interpersonal brand relationship.

Keywords: Brand Equity; Tangible Asset; Brand Relationship; Great Brand; Brand Experience (search for similar items in EconPapers)
Date: 2001
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-4039-0546-8_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9781403905468

DOI: 10.1057/9781403905468_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().