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Brand Design for Digital Viewing

In: branding@thedigitalage

Author

Listed:
  • Herbert Meyers
  • Richard Gerstman

Abstract

A majority of people have a misconception regarding brands on the Internet — that they are different from other brands that have existed for decades. A brand is essentially a promise of an experience. It is a set of tangible and intangible elements which in tandem create an experience, or the promise of that experience, in someone’s mind. So whether a brand is offered in a 12 oz. bottle, operates with an engine and a steering wheel, or is experienced only on the Internet, theoretically it’s the same thing. The difference lies in the medium itself and the opportunities that the Internet provides to create a much more interpersonal brand relationship.

Suggested Citation

  • Herbert Meyers & Richard Gerstman, 2001. "Brand Design for Digital Viewing," Palgrave Macmillan Books, in: Herbert Meyers & Richard Gerstman (ed.), branding@thedigitalage, chapter 7, pages 90-101, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-0546-8_8
    DOI: 10.1057/9781403905468_8
    as

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