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Palgrave Macmillan

branding@thedigitalage

  • Book
  • © 2001

Overview

Editors:
  1. Herbert Meyers
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  2. Richard Gerstman
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Table of contents (13 chapters)

  1. Front Matter

    Pages i-xii
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  2. Introduction

    • Herbert Meyers, Richard Gerstman
    Pages 1-5

  3. The Internet Explosion

    • Herbert Meyers, Richard Gerstman
    Pages 6-21

  4. From Retailing to E-Tailing

    • Herbert Meyers, Richard Gerstman
    Pages 22-34

  5. E-Retailing: A Look Ahead

    • Herbert Meyers, Richard Gerstman
    Pages 36-47

  6. Web Brands

    • Herbert Meyers, Richard Gerstman
    Pages 48-61

  7. The Strategic Role of E-Branding

    • Herbert Meyers, Richard Gerstman
    Pages 62-75

  8. The Dynamics for Package Goods on the Internet

    • Herbert Meyers, Richard Gerstman
    Pages 76-89

  9. Brand Design for Digital Viewing

    • Herbert Meyers, Richard Gerstman
    Pages 90-101

  10. Interactive Brand Design Research

    • Herbert Meyers, Richard Gerstman
    Pages 102-115

  11. Interfacing with the Consumer

    • Herbert Meyers, Richard Gerstman
    Pages 116-129

  12. Interfacing with Advertising

    • Herbert Meyers, Richard Gerstman
    Pages 130-140

  13. Brand Identity and the Law

    • Herbert Meyers, Richard Gerstman
    Pages 142-155

  14. A Look Ahead: E-Biz in the New Millennium

    • Herbert Meyers, Richard Gerstman
    Pages 156-169

  15. Back Matter

    Pages 170-178
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Keywords

About this book

Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.

About the authors

ANDY BATEMAN Managing Director, Interbrand Interactive VIVIENNE BECHTOLD Director of I-Knowledge, Procter & Gamble HILARY BILLINGS Chairman, CMO, RedEnvelope CHARLES E. BRYMER Group Chief Executive, Interbrand Group DAVID A. BURWICK Vice President, Marketing, Pepsi-Cola Company DEBORAH CHAE President, Interbrand Interactive BOJANA FAZARINC Formerly Director of Global Marketing Services, Hewlett Packard DAVID B. GREEN Senior Marketing Officer, McDonald's International ROBERT J. HERBOLD Executive Vice President and Chief Operating Officer, Microsoft Corporation FREDERICK J. HOROWITZ President, NetGrocer.com RUDY NADILO President and Chief Executive Officer, Greenfield Online JONATHAN NELSON Chief Executive Officer, Organic ALLAN POULTER Managing Director, Markforce Associates

Bibliographic Information

  • Book Title: branding@thedigitalage

  • Editors: Herbert Meyers, Richard Gerstman

  • DOI: https://doi.org/10.1057/9781403905468

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Herbert M. Meyers and Richard Gerstman 2001

  • Hardcover ISBN: 978-0-333-94769-2Published: 14 September 2001

  • Softcover ISBN: 978-1-349-42665-2Published: 14 September 2001

  • eBook ISBN: 978-1-4039-0546-8Published: 14 September 2001

  • Edition Number: 1

  • Number of Pages: X, 184

  • Number of Illustrations: 169 b/w illustrations

  • Topics: Marketing, Development Economics

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