A New Theory of Branding for the Online Environment? false
By:Volker Schmid
Published on 2011-05 by GRIN Verlag
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), 28 entries in the bibliography, language: English, abstract: |According to De Chernatony (2000) 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 aim of this paper is to conclude whether brands in a mortal and bricks environment are different from brands in a 'click' environment, and therefore, if a new theory of branding is required. De Chernatony (2000) believes that a |brand is a brand regardless of its environment,| which he substantiates by analysing the assumptions about migrating brands to the Internet, and the impact of online communities. In order to test De Chernatony's idea, it is necessary to define and understand a 'brand', its components and functions. For the consumer, a brand provides orientation in the 'product jungle', and facilitates the identification of a specific product among competitive ones. Furthermore, it lowers the purchasing risk, as the customer can trust the functional and emotional quality of the brand (Biel, 2000). Lasty, a brand allows the customer to transfer the brand image to himself. Bugdahl (1998) describes this as a personalisation function or 'snob syndrome', for example, a BMW owner has the physical and emotional experience of |being sporty and having friends| (Herrmann, 2000). Understanding the meaning of a brand, its components and functions, the following section discusses if the essence of a brand changes in an online environment.
This Book was ranked at 5 by Google Books for keyword branding.
Book ID of A New Theory of Branding for the Online Environment?'s Books is 9g7IIXIK5VsC, Book which was written byVolker Schmidhave ETAG "Uq5QuxIriSs"
Book which was published by GRIN Verlag since 2011-05 have ISBNs, ISBN 13 Code is 9783640914494 and ISBN 10 Code is 364091449X
Reading Mode in Text Status is false and Reading Mode in Image Status is true
Book which have "32 Pages" is Printed at BOOK under Category
Book was written in en
eBook Version Availability Status at PDF is falseand in ePub is false
Book Preview
A New Theory of Branding for the Online Environment? Free Download
A New Theory of Branding for the Online Environment? PDF Free
A New Theory of Branding for the Online Environment? PDF
A New Theory of Branding for the Online Environment? Free
A New Theory of Branding for the Online Environment? Books
A New Theory of Branding for the Online Environment? Books Free
A New Theory of Branding for the Online Environment? Audio Books
A New Theory of Branding for the Online Environment? full-text Books
A New Theory of Branding for the Online Environment? Online Read
A New Theory of Branding for the Online Environment? Kindle
A New Theory of Branding for the Online Environment? Review
A New Theory of Branding for the Online Environment? Book Summary
A New Theory of Branding for the Online Environment? Book PDF
A New Theory of Branding for the Online Environment? Book Review
A New Theory of Branding for the Online Environment? -Volker Schmid- Google Books
A New Theory of Branding for the Online Environment? byVolker Schmid- Goodreads
A New Theory of Branding for the Online Environment? byVolker Schmid
A New Theory of Branding for the Online Environment? -Volker Schmid- 9783640914494
A New Theory of Branding for the Online Environment? -Volker Schmid- 364091449X
A New Theory of Branding for the Online Environment? E-Books
A New Theory of Branding for the Online Environment? byVolker SchmidE-Books
A New Theory of Branding for the Online Environment? byVolker Schmidebooks
A New Theory of Branding for the Online Environment? byVolker Schmid- Full Text Free Book - Full Text Archive
A New Theory of Branding for the Online Environment? byVolker Schmid- Full Text Free Book
A New Theory of Branding for the Online Environment? byVolker Schmid- Full Text Archive
Amazon.com: A New Theory of Branding for the Online Environment? byVolker Schmid
Komentar
Posting Komentar