Online Branding

"When Neil Armstrong and Buzz Aldrin completed the American Apollo 11 mission of walking on the moon, the first thing that greeted them on their return was a neon advertising sign. It simply read: Welcome back to Earth, home of Coca-Cola." "Brands and branding surround us. Very often, people make decisions, both conscious and unconscious, to eat, drink, buy, or wear particular products or labels because of a corporation's self-projected image. The Web is the newest weapon in the corporate world's assault on the consumer: it has the potential to deliver a company's identity in seconds and, as a result, affords businesses a whole new way of gaining customers - or losing them. As companies seek to build and develop their brands online, they are entering a completely new arena, moving beyond logos, slogans, and graphic identity, and into the customer's total experience of interacting with the brand." Branding Online examines key aspects of branding on the internet, highlighting them with nineteen in-depth case studies from the UK, the US, Europe, and Asia. Featuring well-known design companies dealing with big brands, such as ABSOLUT, Levi's, Mercedes, and Nike, as well as smaller, innovative agencies, the book demonstrates the vital importance of knowing how to express a brand on the Web. Also included is a "Guide to Online Branding" - practical advice on how to become an online brand leader.