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.
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