The art of digital branding

XV, 255 S.

Ill., graph. Darst.

Includes index

Introduction -- Chapter overviews -- What's in a name? -- IP addresses -- Characteristics of IP addresses -- Uses of IP addresses -- Domain names -- Brands as domain names -- Domain name management -- Search engines -- Search engine optimization -- First impressions last -- How the human brain works -- Whole brain branding -- The good, the bad and the largely indifferent -- Sega -- Aston Martin -- Bratz -- Section summary -- Who has the prettiest child -- Color scheme -- Layout -- Images -- Whistles and bells -- Culture -- Say what you mean and mean what you say -- About us -- Nabisco -- Accenture -- Products and services -- L'Oreal -- Ferrari -- Contact us -- Phone numbers and addresses -- E-mail -- Online forms -- Live chat -- VOIP -- FAQ's -- News and investor relations -- Search engines and site maps -- It's a small world after all -- The hypothetical Pie Co -- Brand positioning -- Disney -- Aeroflot -- Segmentation -- Coca Cola -- Puma -- New Zealand -- Manchester United -- Other methods of segmentation -- Okay, you built it; that doesn't mean they're coming -- Online clubs and memberships -- Fender -- Hard rock -- Adidas -- The online community -- Playing games -- Advergaming -- Character based association -- Brand sponsored games -- Offline/online vouchers -- Competitions -- Other stuff -- Wallpaper -- Screensavers -- Downloadable audio files -- Podcasts -- Videos -- Software downloads -- Section summary -- Functionality now, and for the future -- Java, flash and techie stuff -- Java --Flash --XML -- Section summary -- Functionality -- Video -- Online bookings -- Online shopping -- Software and product downloads -- Track and trace -- Managing transactions -- The luxury brand debate -- Online shopping -- Lack of purchase experience -- Target market not available -- Loss of exclusivity -- Price comparison software -- Cannibalization -- Fulfilment capability and customer satisfaction -- The winds of change -- The cyber boutique -- Grasping the nettle -- Conclusions -- It's all in the best possible taste -- Corporate philanthropy and the Web -- Coca Cola -- IBM -- Microsoft -- GE -- Conclusions and common denominators -- Charity begins at home -- The giving mall -- The Web's contribution -- The halo awards -- Web-based applications -- Per click donations -- Direct donations -- The emotionally intelligent Web site -- What is emotional intelligence -- EI and the branded Web site -- The Web site emotional intelligence model -- The emotional impact of a branded Web site -- The evolution of a branded Web site -- Web 2.0 -- Epilogue -- Glossary

0706

ECONIS - Online Catalogue of the ZBW