Taking the brand promise online: Challenges and opportunities — Leslie de Chernatony and George Christodoulides, Interactive Marketing, Vol. 5 No. 3

Starting from the fact that a 'brand' is a universal concept regardless of environment, but its enactment changes according to environment, this paper provides pointers to brand building on the Internet. It presents a three-level model of a brand to help organisations characterise their brands' promises. By expanding this model the authors then consider how a brand's promise can be enacted on the Internet in order to assess the coherence of the brand. Through considering how some organisations have taken advantage of the Internet, they highlight three factors critical for success. Ten key action points for marketers are presented. (14 pages)

All users may view the comments on this page (which are visible to external search engines); however, you must log in to post comments.
Authors' names will be displayed with their comments for authenticity and to reduce inappropriate postings. Display of your organisation name is optional.
To keep comments legible and their presentation on this page tidy and consistent, there are no font or HTML formatting options available.
Comments are posted and displayed in real-time without moderation, however our editorial team regularly reviews these and will remove inappropriate comments.
The IDM will not be held liable for any comments made by users of this website or for any actions taken or arising as a result of these.
We have endeavoured to keep access as open as possible and these rules as short as possible. We trust our members, customers and users to use this facility to make informed comments in the pursuit of better knowledge and enhanced professional practice. At all times we expect comments on this page to be honest, respectful and in good taste. We accept that occasionally those from outside our professional community might be inclined to post inappropriate comments and we will do our best to remove these promptly. If we have missed something or you find a comment offensive or potentially slanderous, please advise us immediately by emailing servicesteam@theidm.com. Thank you.

buy this resource

Published	Format	Price	Buy
01 Jan 2004		£19.50
Free access to members (log in) Join now
NOTE: To view Portable Document Format files (denoted .pdf), you will require Adobe Acrobat Reader. If you do not have this application installed on your PC, click here to obtain a free Acrobat Reader download.

In this section