Online Branding

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Author(s): Jennifer Rowley (Manchester Metropolitan University, UK)and David Bird (Manchester Metropolitan University, UK)
Copyright: 2011
Pages: 21
Source title: E-Novation for Competitive Advantage in Collaborative Globalization: Technologies for Emerging E-Business Strategies
Source Author(s)/Editor(s): Hugh M. Pattinson (University of Western Sydney, Australia)and David R. Low (University of Western Sydney, Australia)
DOI: 10.4018/978-1-60566-394-4.ch008

Keywords: Business & Management / Business Science Reference / E-Business / Entrepreneurship & Innovation

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Abstract

This chapter contributes to the active debate about the significance of branding in the online channel, by exploring the opportunities and challenges associated with online branding. A discussion of online branding objectives and how they might be achieved is complemented by an exploration of the unique facets of online branding. Case studies of successful brands with interesting approaches to branding in the online channel provide interesting illustration. Finally, some thoughts on the future of online branding conclude the chapter.

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