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Printable Handouts
Navigable Slide Index
- Introduction
- Brands in the internet era
- Product value hierarchy
- Brand building on the internet
- Interbrand ranking of brands
- Online brand equity
- The role of brands on the internet
- Trust is the key in online shopping
- E-brand historical development
- Shift of emphasis
- Online brand management
- Traditional brand - Prince
- Empowering the consumer - mymuesli site
- Empowering the consumer - NIKEiD site
- The use of social networks in online branding
- Engaging consumers personally and communally
- Changes in the pyramid of brand values
- Brand experience
- The progression of economic value
- Experiential branding
- The experiential framework
- Summary
- 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
Talk Citation
Christodoulides, G. (2010, February 25). Online branding [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 7, 2024, from https://doi.org/10.69645/HDNL5862.Export Citation (RIS)