This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning ...

... E-Branding. In recent years, many online brands or e-brands have emerged. Also, most traditional brands or brick and mortar brands have introduced corresponding e-brands. These e-brands, however, have met with varying levels of success ...

Combining a cohesive visual identity with ease of use to create a space that consumers respond to. E-Commerce Branding provides an essential guideline from webpage design to brand image in both digital and print media.

Brands no longer exist solely in the realm of the physical.

Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand's essence".

With examples of successful and unsuccessful branding campaigns and an exploration of the idea of personalities as product, this is the definitive guide to branding.

Anyone who participates in creating or managing corporate or brand identity programs will benefit from studying this state-of-the-art survey.

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy.

Branding is not what you say but what you do! In this book, we will create together step by step your digital branding strategy and give your consumers an unforgettable experience.

This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current and forward-looking theories and practices in advertising.