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Branding and the Internet
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Consumer Behavior Articles research papers
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This 7 page paper discusses the following quote "A brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand’s essence". The paper assesses this statement with reference to marketing theory and practice arguing that the traditional approach may have the required knowledge but that a different approach needs to be adopted, especially for international brands. The bibliography cites 11 sources.
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Pages:
7
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Filename:TS14_TEintbranding.rtf |
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Paper Title:
Branding and the Internet
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