branding@thedigitalage

Meyers, H.; Gerstman, R.

Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.

Details

Published by: Palgrave Macmillan

Publication Date: 2001-09-14

Format: Hardcover

ISBN-13: 9780333947692

DOI: 10.1057/9781403905468

Dimensions: 216cm x140cm

Pages: 184