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Branding.com: Online Branding for Marketing Success Hardcover – Feb 16 2001


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Product Details

  • Hardcover: 285 pages
  • Publisher: McGraw-Hill (Feb. 16 2001)
  • Language: English
  • ISBN-10: 0658003070
  • ISBN-13: 978-0658003073
  • Product Dimensions: 15.9 x 2.5 x 23.5 cm
  • Shipping Weight: 658 g
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #2,121,236 in Books (See Top 100 in Books)

Product Description

From the Inside Flap

Branding.com is your guide to developing an online branding strategy that fits seamlessly with your marketing plan while adapting to the unique conditions of the Web. You'll learn how to transform your brand from a "thing" to an "experience"--one that your customers will not only remember but actively seek online.

If marketing options such as rich media, interstitials, and virtual communities make your head spin, take heart. Branding.com goes far beyond website banner advertising to explain how many new technologies work and how some companies are using them to great advantage. You'll discover which methods boast the greatest potential for brand-linked recall, which are considered most annoying to consumers, and which might be right for your brand, in the context of your online branding strategy.

From the overnight marketing success (and sob) stories of the dot-corns to the triumphs and failures of traditional, offline brands, Branding.com reveals why certain companies made the choices they did when designing their websites, selecting their technologies, or reexamining their brand objectives in the context of the new medium.

Lessons from the front highlight the responsive, forward-thinking Web marketing tactics of companies such as:

• Volvo, which uses the Web to help its brand become hipper

• Avon, whose virtual beauty consultant stands in for the Avon Lady

• The Sharper Image, which relies on three dimensional product views to simulate the in-store experience customers have always valued

Like it or not, your website is affecting your brand at this very moment--and the impression may not be what you would wish. Branding.com explains what makes a website powerful, shows you how to take your site beyond stickiness to achieve magnet status, and reveals the biggest site killers (outdated information is number one).

You'll also learn more about:

• Click-through, and why it is only appropriate for measuring response, not brand awareness

• The surprising cost-effectiveness of Web advertising

• Why some marketers argue that the Web is best suited for brand preference rather than brand awareness--and how emerging formats such as rich media and interstitials are proving them wrong

For a thorough introduction to Web marketing and an engaging account of current and future technologies and their applications, Branding.com is the book you'll want at your fingertips as you prepare to meet the enormous challenge of taking your brand online.

About the Author

Deborah Kania is a recognized Internet expert with more than ten years of experience in high-tech marketing--including online advertising, website marketing, and e-commerce. She is the director of marketing for Lens Express, the leading direct retailer of contact lenses, eyeglasses, sunglasses, and other vision-care products and services. Kania is the coauthor of Internet World Guide to One-to-One Web Marketing and The Web Catalog Cookbook. Additionally,she has written about Internet marketing for ClickZ.com, Iconoclast, and Business Marketing. She resides in Fort Lauderdale, Florida.

Inside This Book (Learn More)
First Sentence
I was introduced to the Internet in 1993. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Format: Hardcover
This book focused too much on "on-line banner". It also covered sucessful on-line brand which we are just too familiar. There isn't much effort in providing other example. The book appear to be more like a report for reader to understand what is happening on the interent today, rather than providing useful insight for reader to use in the near future. The tag line of "On-line Branding for Marketing Success" does not seem to fit.
It's good for readers who is not familiar with on-line marketing as this book offers very basic information.This is just another book about Branding via Internet.
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By A Customer on July 8 2001
Format: Hardcover
As a business consultant and former internet executive , I found Branding.com to be well organized and well thought out. It presents the basics of internet branding and marketing in a manner that marketing managers, as well as non-marketing managers and executives, can utilize effectively. In addition to providing the basics, it does provide a variety of strategic directions that can help all firms that are interested in establishing their on-line brand. Overall, I'd rate this book as one that any manager involved with internet commerce should have on their bookshelf!
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 3 reviews
1 of 1 people found the following review helpful
Very organized and well thought out. July 8 2001
By A Customer - Published on Amazon.com
Format: Hardcover
As a business consultant and former internet executive , I found Branding.com to be well organized and well thought out. It presents the basics of internet branding and marketing in a manner that marketing managers, as well as non-marketing managers and executives, can utilize effectively. In addition to providing the basics, it does provide a variety of strategic directions that can help all firms that are interested in establishing their on-line brand. Overall, I'd rate this book as one that any manager involved with internet commerce should have on their bookshelf!
3 of 4 people found the following review helpful
Too General, Just another On-line Branding Book June 27 2001
By Kok Hoe - Published on Amazon.com
Format: Hardcover
This book focused too much on "on-line banner". It also covered sucessful on-line brand which we are just too familiar. There isn't much effort in providing other example. The book appear to be more like a report for reader to understand what is happening on the interent today, rather than providing useful insight for reader to use in the near future. The tag line of "On-line Branding for Marketing Success" does not seem to fit.
It's good for readers who is not familiar with on-line marketing as this book offers very basic information.This is just another book about Branding via Internet.
Seriously out of date April 6 2006
By JinLee - Published on Amazon.com
Format: Hardcover
So much for the impact of online marketing and branding, most of the companies in the book are out of business just 5 years later.


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