Branding.com: Brand Building on the Internet

Brad VanAuken

The internet has emerged as a brand building tool. There are some cautions - the internet is not a mass communications vehicle, but it gives people more leverage over brands.

Online Communications

Branding.com: Brand Building on the Internet

Brad VanAuken BrandForward

The internet has emerged as an essential brand building tool. It provides 24-hour access to the brand, 7 days a week. It provides global reach. It is a source of brand information. It can manifest brand identity in a multimedia fashion. It can tell the brands story and reinforce its heritage. Through it, people can interact with the brand and provide feedback. It can help create emotional connections between customers and the brand. It provides a way to reach inexpensively a very targeted set of customers...

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