Cyberbranding

Brand Building in the Digital Economy

Edición de la obra Cyberbranding

The first complete framework for integrating offline and online marketing!"Every business today needs to brand itself on the Web; they have seen the writing on the wall. Adapt or evaporate. For those who want to turn their brand investment into tangible return-on-investment, this book is a must."- Stephen Mendonca, author of InstantAdvantage.comStep-by-step processes for reengineering any brand!"Finally, a book that covers all the important aspects of Internet marketing!" --Chuck Riegel, EVP Worldwide Marketing, CybercashIf you're a marketing professional, you understand perfectly well that the Internet has changed all the rules you live by -- and especially the rules that impact how you brand your products, services, and organization. Cyberbranding doesn't merely show you how the rules have changed: it presents a complete framework for branding that works now -- and for years to come. In Cyberbranding, leading marketing consultant Deirdre Breakenridge answers the crucial questions that marketers have about branding in the 21st century: How do you move your brand online -- without compromising the values it already stands for in the "real" world? How can you reengineer your brand in the wake of the Internet revolution -- and how can you create a new brand that leverages the full power of the Web? Breakenridge draws on both her own experience and a series of insightful interviews with leading Internet branding executives. For every marketing professional and other business professionals concerned with building brands that succeed online, offline, or both.