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The Dynamics for Package Goods on the Internet

In: branding@thedigitalage

Author

Listed:
  • Herbert Meyers
  • Richard Gerstman

Abstract

With the mainstream growth of the Internet and electronic media over the past few years, new “i” and “e” words are being coined all the time, but different people may have slightly different interpretations of the same words. So for clarity, the definition of “e-branding” used in this chapter is when a brand’s identity and equity is extended onto the Internet, or through electronic media. This involves synergizing both physical and digital assets in such a way that the brand is consistent online and offline, and consumers are not confused but see the brand as one holistic brand.

Suggested Citation

  • Herbert Meyers & Richard Gerstman, 2001. "The Dynamics for Package Goods on the Internet," Palgrave Macmillan Books, in: Herbert Meyers & Richard Gerstman (ed.), branding@thedigitalage, chapter 6, pages 76-89, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-0546-8_7
    DOI: 10.1057/9781403905468_7
    as

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