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Title:
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STRATEGIC INITIATIVES FOR E-BRANDING |
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Author(s):
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Darren R. Hayes |
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ISBN:
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972-8924-16-X |
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Editors:
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Pedro Isaías, Maggie McPherson and Frank Bannister |
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Year:
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2006 |
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Edition:
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2 |
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Keywords:
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e-branding, e-brand, e-retailing |
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Type:
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Short Paper |
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First Page:
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183 |
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Last Page:
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186 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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There are a number of articles that deal with e-branding and the relating differences to traditional branding. However,
there is neither a meaningful structured approach to the problem nor convincing methodologies that deal with the issue of
e-branding. Research deals with e-branding as a separate discipline. However, traditional branding is inextricably linked
to the development of e-branding. The topic of e-branding requires further research because the subject is (i) still in its
infancy and (ii) e-branding grows in importance as consumer technology becomes more pervasive in everyday life.
Successful e-branding leads to increased brand awareness and the potential access to new customers as well as the
development of new lines of business, previously unavailable to traditional companies. Therein lays the importance of ebranding. |
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