Branding on the Internet

Larry Chiagouris and Brant Wansley

This paper aims to help marketers apply branding techniques for success in an internet environment. E-branding offers a range of new opportunities for advertisers, particularly with regard to the speed at which awareness of a brand can be transferred into action and bonding.

Branding on the Internet

Larry ChiagouriseCode.com

Brant WansleyBrandMarketing Services Ltd.

Bonding brands with customers has always been about building relationships. It has always been about taking someone who knows little or nothing about a company or its products and transitioning them to become a loyal user. Although the tactics might sometimes be different on the Internet, many classic marketing principles still apply.

It's almost impossible to pick up a business publication without seeing some reference to the world of new media, especially the Internet and its role in marketing a product or service.

A substantial amount of this...

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