Creating brand cool : brand distinction in the online marketplace
Joan Abraham
"In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful e-commerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings. Leveraging her 26 years of experience in online marketing and branding, Joan Abraham reveals the thought process behind successfully addressing today's marketing challenge: clearly defining the business's brand essence and using its owned social media channels to personalize the full character of the brand. Creating Brand Cool addresses the importance of developing a unique state of being that personally resonates with today's consumer. Abraham energizes the creative and strategic thinking for attracting and maintaining brand loyalty when the competition is a click away. Appealing to branding and social media marketing professionals, as well as students in these fields, this book is a primer for building an online community and distinguishing a brand from the competition, and is relevant to all types of business, from tiny businesses to globally recognized brands"--
Year of publication: |
2021
|
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Authors: | Abraham, Joan |
Publisher: |
2021: New York : Routledge |
Subject: | Markenführung | Brand management | Marketingmanagement | Marketing management | Online-Handel | Online retailing |
Description of contents: | Table of Contents [gbv.de] |
Saved in:
Extent: | xi, 99 Seiten |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Includes bibliographical references and index |
ISBN: | 978-0-367-69315-2 ; 978-0-367-69314-5 ; 9781003141341 ; 978-1-003-14134-1 |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012388398
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