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BrandDigital : Simple Ways Top Brands Succeed in the Digital World

BrandDigital : Simple Ways Top Brands Succeed in the Digital World - 08 edition

ISBN13: 978-0230101029

Cover of BrandDigital : Simple Ways Top Brands Succeed in the Digital World 08 (ISBN 978-0230101029)
ISBN13: 978-0230101029
ISBN10: 023010102X
Edition: 08
Copyright: 2008
Publisher: Vitalsource Technologies, Inc.
Published: 2008
International: No

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BrandDigital : Simple Ways Top Brands Succeed in the Digital World - 08 edition

ISBN13: 978-0230101029

Allen P. Adamson

ISBN13: 978-0230101029
ISBN10: 023010102X
Edition: 08
Copyright: 2008
Publisher: Vitalsource Technologies, Inc.
Published: 2008
International: No
Summary

In the quickly evolving digital marketplace, the basic principles of branding have not changed, but rather are more important than ever. In BrandDigital, Allen Adamson discusses the impact of rapid globalization on the digital brand, as well as the importance of social initiatives and the opinions of newly web-based preteens and teens. He explains how to harness the multiple functions of social networking, digital word-of-mouth, consumer-generated ideas, "green" branding, and new technologies such as the Blackberry and iPhone, while sticking to a simple, compelling, and credible brand promise. The book includes over 100 interviews with top branding professionals at Ameriprise, Burger King, General Mills, Hewlett-Packard, Johnson & Johnson, Nike, and others, providing numerous case studies of successful branding strategies in our age of global technological acceleration.

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