Interactive Brand Design Research

Herbert Meyers and Richard Gerstman

Chapter 8 in branding@thedigitalage, 2001, pp 102-115 from Palgrave Macmillan

Abstract: Abstract “Get a website, put it up, people will come and buy your product,” is what people used to say a few years ago. Along with that simplified notion came the notion that perhaps there’s a real difference between an e-brand and an offline brand. There is no real difference. A brand is still a brand. The Internet certainly gives you another means to build the brand, but it is important to understand the different elements of marketing on the Internet and the different channels you have to help support that brand. The online brand has to be treated with great care and support, because online loyalty can be lost at the click of a mouse.

Keywords: Focus Group; Marketing Strategy; Chat Room; Online Research; Competitive Intelligence (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_9

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DOI: 10.1057/9781403905468_9

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