By Deirdre K. Breakenridge
Framework for integrating advertising recommendations for the web with conventional advertising suggestions. indicates the way to stream a model on-line with no affecting its price, the right way to re-engineer an current model to raised swimsuit the recent net economic climate, and the way to create new manufacturers that promote good on the net. DLC: model selection.
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Additional info for Cyberbranding: Brand Building in the Digital Economy
INTERNAL AND EXTERNAL DIMENSIONS OF THE BRAND It’s extremely important to think Internet before making the commitment to cyberspace. However, in order to think Internet, companies must fully It’s extremely important to think Internet before makunderstand both the ing the commitment to cyberspace. However, in order internal and external to think Internet, companies must fully understand dimensions of a both the internal and external dimensions of a brand. brand. And in the case of moving the brand online, or even the birth of a dot-com, the same considerations must be made.
Opportunity number 3: On the Internet, the whole scope of competition changes. ” nel, that does not mean that in cyberspace Discovery Online poses the same kind of threat. As a matter of fact, A&E has more to worry about with Amazon when it comes to biographies. This forces A&E to think differently and evaluate competition in a whole new light. 11 THE SMOOTH TRANSITION OF THE BRAND The nature and scope of the Internet is so vast that a traditional company no longer can simply satisfy a traditional business model and expect the The nature and scope of the Internet is so vast that a tradibrand to flourtional company no longer can simply satisfy a traditional ish.
What other groups should be included in your research? The wide reach of the Internet allows new audiences to become involved with online brands. Don’t overlook these secondary groups, as the Internet has incredible growth statistics. ■ How can we integrate all of our offline efforts to drive traffic to the online site and vice versa? By devoting time and advertising dollars to a well-thought-out marketing plan. The plan should integrate all the branding efforts (using consistent brand communication) and be written simultaneously to fit into the e-business plan.
Cyberbranding: Brand Building in the Digital Economy by Deirdre K. Breakenridge