The strange online death and possible rebirth of brand theory and practice

The strange online death and possible rebirth of brand theory and practice Like a thief in the night, the Web has progressively undermined the validity of traditional brand theory and practice.Yet few brand owners and marketers appear to be aware of this fundamental shift and continue to treat the medium as if it were just another distribution channel, when in fact the Web demands a complete reappraisal of the brand building, marketing and total business processes. This paper aims to review traditional brand and marketing theory, to consider its relevance in the global digital age and to suggest necessary changes that brand owners need to manage in order to take advantage of and avoid the dangers inherent within a fast changing environment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Aslib Proceedings: New Information Perspectives Emerald Publishing

The strange online death and possible rebirth of brand theory and practice

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0001-253X
DOI
10.1108/EUM0000000007058
Publisher site
See Article on Publisher Site

Abstract

Like a thief in the night, the Web has progressively undermined the validity of traditional brand theory and practice.Yet few brand owners and marketers appear to be aware of this fundamental shift and continue to treat the medium as if it were just another distribution channel, when in fact the Web demands a complete reappraisal of the brand building, marketing and total business processes. This paper aims to review traditional brand and marketing theory, to consider its relevance in the global digital age and to suggest necessary changes that brand owners need to manage in order to take advantage of and avoid the dangers inherent within a fast changing environment.

Journal

Aslib Proceedings: New Information PerspectivesEmerald Publishing

Published: Sep 1, 2001

Keywords: Brands; World Wide Web; Marketing theory

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