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Branding on Site: Customer Relationships in the Digital Marketplace
- Authors:
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Publication Date:
December 2001
Use of the Web can enhance a company's ability to reach its employees, customers, and other extended partners. This report, based on a survey and interviews with executives in 60 major firms, focuses on customers—examining the challenges of moving brands and the branding process to a new channel.
Topics covered:
- From Experimentation to Strategy: An Historical Overview
- Aligning the Organization and Its Brands
- Choosing the Right Tactics, Online and Off
- Measuring Progress, Enabling Success
Special features:
- Key Findings
- Executive Summary
- Survey Participant Profile
- Sponsors, Participants, and Speakers
- Key Questions for Re(Assessing) Your Online Branding
