Firebrands Building Brand Loyalty in the Internet Age

Digital Branding and Implementation in Today's Marketplace The Internet and eCommerce have brought a myriad of changes for both consumers and businesses. Consumers are benefiting from a wide, even overwhelming, number of choices, as well as the convenience of purchasing all kinds of products with the click of a mouse. Companies are faced with increasing levels of pressure to win customers during a short window of time online. That is why creating a strong Web presence and building a trusted, instantly recognizable brand is crucial in today's fast-paced e-marketplace. Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM, Yahoo!, FedEx, and Amazon.com, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands. Expert authors Michael Moon and Doug Millison identify and analyze branding successes and failures and provide a roadmap for implementing effective brand strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes eBusiness work.Moon, Michael is the author of 'Firebrands Building Brand Loyalty in the Internet Age', published 2000 under ISBN 9780072124491 and ISBN 0072124490.