Branding @ the Digital Age
暫譯: 數位時代的品牌塑造
H. Meyers, R. Gerstman
- 出版商: Palgrave MacMillan
- 出版日期: 2001-09-14
- 售價: $2,460
- 貴賓價: 9.5 折 $2,337
- 語言: 英文
- 頁數: 184
- 裝訂: Hardcover
- ISBN: 033394769X
- ISBN-13: 9780333947692
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相關主題
商品描述
Description
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.
Table of Contents
Introduction
The Internet Explosion
From Retailing to E-tailing
E-retailing: A Look Ahead
Web Brands
The Strategic Role of E-branding
The Strategic Role of Packaging
Package Design for Web Viewing
Interactive Consumer Research
Interfacing with the Consumer
Interfacing with Advertising
Brand Identity and the Law
A Look Ahead
商品描述(中文翻譯)
**描述**
品牌不再僅存在於實體領域。隨著網際網路及其他新數位技術的興起，無論是點com創業公司還是傳統的實體公司，都必須制定成功的策略，以在虛擬世界中呈現引人注目的品牌。作者借鑒了全球最大的品牌顧問公司Interbrand的經驗，並包括來自Microsoft、McDonald's、Pepsi-Cola和Procter & Gamble的品牌專家章節，探討應該如何做到這一點，並描繪出電子品牌的未來。
**目錄**
引言
網際網路的爆炸
從零售到電子零售
電子零售：展望未來
網路品牌
電子品牌的戰略角色
包裝的戰略角色
網路觀看的包裝設計
互動消費者研究
與消費者的介面
與廣告的介面
品牌識別與法律
展望未來
