Overview
- Editors:
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Herbert Meyers
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Richard Gerstman
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Table of contents (13 chapters)
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- Herbert Meyers, Richard Gerstman
Pages 1-5
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- Herbert Meyers, Richard Gerstman
Pages 6-21
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- Herbert Meyers, Richard Gerstman
Pages 22-34
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- Herbert Meyers, Richard Gerstman
Pages 36-47
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- Herbert Meyers, Richard Gerstman
Pages 48-61
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- Herbert Meyers, Richard Gerstman
Pages 62-75
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- Herbert Meyers, Richard Gerstman
Pages 76-89
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- Herbert Meyers, Richard Gerstman
Pages 90-101
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- Herbert Meyers, Richard Gerstman
Pages 102-115
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- Herbert Meyers, Richard Gerstman
Pages 116-129
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- Herbert Meyers, Richard Gerstman
Pages 130-140
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- Herbert Meyers, Richard Gerstman
Pages 142-155
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- Herbert Meyers, Richard Gerstman
Pages 156-169
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Back Matter
Pages 170-178
About this book
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.
About the authors
ANDY BATEMAN Managing Director, Interbrand Interactive
VIVIENNE BECHTOLD Director of I-Knowledge, Procter & Gamble
HILARY BILLINGS Chairman, CMO, RedEnvelope
CHARLES E. BRYMER Group Chief Executive, Interbrand Group
DAVID A. BURWICK Vice President, Marketing, Pepsi-Cola Company
DEBORAH CHAE President, Interbrand Interactive
BOJANA FAZARINC Formerly Director of Global Marketing Services, Hewlett Packard
DAVID B. GREEN Senior Marketing Officer, McDonald's International
ROBERT J. HERBOLD Executive Vice President and Chief Operating Officer, Microsoft Corporation
FREDERICK J. HOROWITZ President, NetGrocer.com
RUDY NADILO President and Chief Executive Officer, Greenfield Online
JONATHAN NELSON Chief Executive Officer, Organic
ALLAN POULTER Managing Director, Markforce Associates