branding@thedigitalage [Paperback]

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.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 AheadANDY BATEMAN Managing Director, Interbrand InteractiveVIVIENNE BECHTOLD Director of I-Knowledge, Procter & GambleHILARY BILLINGS Chairman, CMO, RedEnvelopeCHARLES E. BRYMER Group Chief Executive, Interbrand GroupDAVID A. BURWICK Vice President, Marketing, Pepsi-Cola CompanyDEBORAH CHAE President, Interbrand InteractiveBOJANA FAZARINC Formerly Director of Global Marketing Services, Hewlett PackardDAVID B. GREEN Senior Marketing Officer, McDonald's InternationalROBERT J. HERBOLD Executive Vice President and Chief Operating Officer, Microsoft CorporationFREDERICK J. HOROWITZ President, NetGrocer.comRUDY NADILO President and Chief Executive Officer, Greenfield OnlineJONATHAN NELSON Chief Executive Officer, OrganicALLAN POULTER Managing Director, Markforce Associates