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This paper looks for the impact the Internet has on branding now and in the future.
Member rating: No Rating | Words: | Submitted: Mon Jan 12 2004
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1 Executive Summary This paper looks for the impact the Internet has on branding now and in the future. Therefore a short overview over the different views about branding in the last decades is given. The way from "brand as a physical entity" to "brand as a set of rational and emotional attributes", over to "brand as experience", finally to" brand as a set of defining relationships that people value" is shown. It argues that the principles of branding have changed not much because of the rising of the internet and are still valid, but that the view of branding has changed from being a one way street where the company tells the customers what they should think about the brand to a two way communication model. This fact is identified as a current issue in marketing. The view that branding is all about communication has changed to the believe that...
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