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Viewing report
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Online Branding. Edition No. 1
VDM Publishing House, Aug 2008, Pages: 120
Brands have become the most important asset of
corporations today. Further, they play a significant
role in consumers` daily lives as they are the main
point of differentiation and provide customers with a
perception of guidance in the jungle of raising
product choice. The last two decades and specifically
the last five years, the internet has dramatically
altered and enlarged the playground on which brands
unrelentingly navigate; with enormous opportunities
and great challenges.
This book has translated one of these major
opportunities by questioning how lifestyle brands
which are a creative response to the latest customer
wants and needs, can leverage their brand equity
through the internet. In answering this question, a
theoretical frame-work has been developed that
enables measurement on how well brands perform in
leveraging brand equity through the web.
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