Online branding [electronic resource] / George Christodoulides.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Digital marketing best practice: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (33 min.) : color, sound)Subject(s): Branding (Marketing) | Internet marketingOnline resources: Click here to access online | SeriesAnimated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Do we need a new theory for online branding? -- Differences between online and offline branding -- Developing and measuring online brand equity? -- The role of trust in online branding -- Addressing individual and social needs through online branding -- Creating and managing an online brand experience.
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Mode of access: World Wide Web.