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Interactive Brand Design Research

In: branding@thedigitalage

Author

Listed:
  • Herbert Meyers
  • Richard Gerstman

Abstract

“Get a website, put it up, people will come and buy your product,” is what people used to say a few years ago. Along with that simplified notion came the notion that perhaps there’s a real difference between an e-brand and an offline brand. There is no real difference. A brand is still a brand. The Internet certainly gives you another means to build the brand, but it is important to understand the different elements of marketing on the Internet and the different channels you have to help support that brand. The online brand has to be treated with great care and support, because online loyalty can be lost at the click of a mouse.

Suggested Citation

  • Herbert Meyers & Richard Gerstman, 2001. "Interactive Brand Design Research," Palgrave Macmillan Books, in: Herbert Meyers & Richard Gerstman (ed.), branding@thedigitalage, chapter 8, pages 102-115, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-0546-8_9
    DOI: 10.1057/9781403905468_9
    as

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