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branding@thedigitalage

  • Editors
  • Herbert Meyers
  • Richard Gerstman
Book

Table of contents

  1. Front Matter
    Pages i-xii
  2. Herbert Meyers, Richard Gerstman
    Pages 1-5
  3. Herbert Meyers, Richard Gerstman
    Pages 6-21
  4. Herbert Meyers, Richard Gerstman
    Pages 22-34
  5. Herbert Meyers, Richard Gerstman
    Pages 36-47
  6. Herbert Meyers, Richard Gerstman
    Pages 48-61
  7. Herbert Meyers, Richard Gerstman
    Pages 62-75
  8. Herbert Meyers, Richard Gerstman
    Pages 76-89
  9. Herbert Meyers, Richard Gerstman
    Pages 90-101
  10. Herbert Meyers, Richard Gerstman
    Pages 102-115
  11. Herbert Meyers, Richard Gerstman
    Pages 116-129
  12. Herbert Meyers, Richard Gerstman
    Pages 130-140
  13. Herbert Meyers, Richard Gerstman
    Pages 142-155
  14. Herbert Meyers, Richard Gerstman
    Pages 156-169
  15. Back Matter
    Pages 170-178

About this book

Introduction

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.

Keywords

Advertising brand branding design Internet retailing

Bibliographic information