The three concepts of cyber branding

David Aaker

Three concepts can turn the internet into a mechanism to integrate multi-channel brand building programmes.

The three concepts of cyber branding

David Aaker

Three concepts can turn the Internet into a mechanism to integrate multi-channel brand building programmes:

  1. Augment the product and service:Unlike offline avenues, which have been almost exhausted, the Internet still provides wide-open territory for product and service augmentation. The key to successful use of the Internet is to think of it not as a stand-alone medium, but as a way to leverage products and services. The Internet can change the customer's perception of what is being offered, and transform the nature of the customer's relationship with the brand. This may require...

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