Cyberbranding: Brand Building in the Digital Economy - Hardcover

Breakenridge, Deirdre K.

Hardcover

ISBN 10: 0130897108 ISBN 13: 9780130897107

Publisher: Financial Times/ Prentice Hall, 2001

Synopsis

The first complete framework for integrating offline and online marketing!

• Step-by-step processes for reengineering any brand!
• Achieving true synergies between online and offline brands
• Includes interviews with the world's leading Internet branding executives

The Internet has changed all the business rules you live by–especially the rules for branding your products, services, and organization. Cyberbranding doesn't merely show you how the rules have changed: it presents a complete framework for branding that works now–and for years to come. Drawing on her extensive experience as a marketing consultant–and on interviews with many of the world's leading Internet branding executives–Deirdre Breakenridge answers these and other crucial questions:

• How do you move your brand online without compromising the values it already holds in the "real" world?
• How can you re-engineer an existing brand in the wake of the Internet revolution?
• How can you create a new brand that leverages the full power of the Web?

The Internet. It isn't easy money. It isn't an excuse to forget the fundamentals. But for marketers willing to work hard, and work intelligently, it is the brand-building opportunity of a lifetime.

In Cyberbranding, Deirdre Breakenridge shows how to use the Internet to build brands–and customer relationships–of remarkable depth and power. Drawing on the Internet's most impressive success stories–and its cautionary tales of disaster–she shows how to:

• Develop the vision of your online brand
• Identify your true online audience
• Persuade your customers by empowering them
• Personalize without becoming intrusive
• Make the most of online and offline research
• Use the much-maligned banner ad as a key branding tool
• Integrate Internet-based and off-line branding activities
• Appeal more effectively to today's multi-tasking consumer
• Draw the repeat traffic you're looking for
• Create affiliate marketing programs that work

With Cyberbranding you can master lessons others spent billions to learn-and build 21st century brands worth billions to own.

Whether you're a business leader, strategist, marketing professional, or public relations specialist, Cyberbranding gives you an action plan for strengthening your brand online and off–and leveraging it for maximum competitive advantage.

"Finally, a book that covers all the important aspects of Internet marketing!"

–Chuck Riegel, EVP Worldwide Marketing, Cybercash

From the Foreword: "...Smart CyberBranding is not about building the next Amazon or Yahoo or eBay... The new phase of the Internet revolution is about how businesses–often derisively referred to as "old economy" companies–take advantage of the new medium to vastly improve their bottom lines. And Breakenridge has done her part to point them in the right direction."

–Thomas J. DeLoughry, Former Executive Editor, Internet World

About this title

About the Author

DEIRDRE BREAKENRIDGE is Executive Vice President of PFS New Media, based in Totowa, NJ, a marketing and public relations company whose clients have included Chubb, Microsoft, Emerson Electric, AT&T, Lucent Technologies, BMW, and the American Cancer Society. Previously President and Founder of the New Jersey-based Breakenridge Group, she has extensive experience in public relations, marketing, and communications. She is a frequent speaker on Internet marketing and branding topics.

From the Back Cover

The first complete framework for integrating offline and online marketing!
Step-by-step processes for reengineering any brand!
Achieving true synergies between online and offline brands
Includes interviews with the worlds leading Internet branding executives
The Internet has changed all the business rules you live by—especially the rules for branding your products, services, and organization. Cyberbranding doesnt merely show you how the rules have changed- it presents a complete framework for branding that works now—and for years to come. Drawing on her extensive experience as a marketing consultant—and on interviews with many of the worlds leading Internet branding executives—Deirdre Breakenridge answers these and other crucial questions-
How do you move your brand online without compromising the values it already holds in the "real" world?
How can you re-engineer an existing brand in the wake of the Internet revolution?
How can you create a new brand that leverages the full power of the Web?
The Internet. It isnt easy money. It isnt an excuse to forget the fundamentals. But for marketers willing to work hard, and work intelligently, it is the brand-building opportunity of a lifetime.
In Cyberbranding, Deirdre Breakenridge shows how to use the Internet to build brands—and customer relationships—of remarkable depth and power. Drawing on the Internets most impressive success stories—and its cautionary tales of disaster—she shows how to-
Develop the vision of your online brand
Identify your true online audience
Persuade your customers by empowering them
Personalize without becoming intrusive
Make the most of online and offline research
Use the much-maligned banner ad as a key branding tool
Integrate Internet-based and off-line branding activities
Appeal more effectively to todays multi-tasking consumer
Draw the repeat traffic youre looking for
Create affiliate marketing programs that work
With Cyberbranding you can master lessons others spent billions to learn-and build 21st century brands worth billions to own.
Whether youre a business leader, strategist, marketing professional, or public relations specialist, Cyberbranding gives you an action plan for strengthening your brand online and off—and leveraging it for maximum competitive advantage. "Finally, a book that covers all the important aspects of Internet marketing!"
—Chuck Riegel, EVP Worldwide Marketing, Cybercash
From the Foreword- "...Smart CyberBranding is not about building the next Amazon or Yahoo or eBay... The new phase of the Internet revolution is about how businesses—often derisively referred to as "old economy" companies—take advantage of the new medium to vastly improve their bottom lines. And Breakenridge has done her part to point them in the right direction."
—Thomas J. DeLoughry, Former Executive Editor, Internet World

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2001
• Language: English
• ISBN 10: 0130897108
• ISBN 13: 9780130897107
• Binding: Hardcover
• Number of pages: 368