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Navigable Slide Index

1. Introduction
2. Brands in the internet era
3. Product value hierarchy
4. Brand building on the internet
5. Interbrand ranking of brands
6. Online brand equity
7. The role of brands on the internet
8. Trust is the key in online shopping
9. E-brand historical development
10. Shift of emphasis
11. Online brand management
12. Traditional brand - Prince
13. Empowering the consumer - mymuesli site
14. Empowering the consumer - NIKEiD site
15. The use of social networks in online branding
16. Engaging consumers personally and communally
17. Changes in the pyramid of brand values
18. Brand experience
19. The progression of economic value
20. Experiential branding
21. The experiential framework
22. Summary
23. References

Topics Covered

• Do we need a new theory for online branding?
• Differences between online and offline branding
• Developing and measuring online brand equity?
• The role of trust in online branding
• Addressing individual and social needs through online branding
• Creating and managing an online brand experience

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022