When branding met the Web

Abstract

Branding has been one of the hottest business topics over the past few years. Add to that the Internet’s explosive growth, and we begin to identify new business challenges arising out of the intersection of these two forces. There are many new opportunities to consider: from start‐ups to pure dot‐com plays, to B2C and B2B, to bricks and clicks. Determining the right role and strategy for your Internet brand requires careful consideration.

Citation

(2002), "When branding met the Web", Strategic Direction, Vol. 18 No. 10, pp. 25-27. https://doi.org/10.1108/02580540210794030