By H. Meyers, R. Gerstman

The appearance of the net and different new electronic applied sciences implies that companies—be they digital or conventional bricks-and-mortar—must increase a winning technique for proposing compelling manufacturers within the digital international. Drawing on their adventure with Interbrand, the world's greatest branding consultancy, and together with chapters by way of branding specialists from such businesses as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors specialise in the strategic function of e-branding. useful, proven, and designed for corporations in any undefined, this e-book offers a full of life examine growing and maintaining e-brands past the present dot-com fizzle.

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Even when the consumer is in a brick-and-mortar store, wireless devices will allow consumers to be fed targeted promotions based on where they are standing in the store. In addition, the consumer could also source hard-tofind products directly from a kiosk or mobile device while in the store. The irony is that as brick-and-mortar and online retailers merge, most consumers will ignore the concept of traditional versus online sourcing in the same way that they don’t care if a traditional store is supplied from a wholesaler or direct from the manufacturer.

We solve the customer problem of getting those “boring” dry perishables which one finds in the center of the grocery store. ” Being a nationally available source of hard-to-find products gives NetGrocer a strong consumer hook and reason for consumer trial and use of the site. 39 04MGch03 17/7/01 11:21 am Page 40 3 e-retailing: a look ahead NetGrocer takes the stock staples that people buy week in and week out, and creates an opportunity for repeat purchasing that is easier than the replenishment portion of the traditional shopping experience.

It has always been said that nothing kills a brand faster than creating broad-based awareness and expectation through advertising before a company has developed an appealing, relevant and fully functional customer experience. Nowhere is this saying more true than online, where concentrated, side-byside customer experiences – across all stages of the selling/buying cycle – create more opportunities to weaken the brand. Customers go to the Internet to save time and increase convenience. Any experience that obstructs a hassle-free experience, from slow response times, confusing navigation, unresponsive service or inadequate information, undermines brand equity and loyalty.

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