Online Competitiveness - Brand Wealth Creation in the Era of Thin Profits

Author: Richard Gessman
Publisher:
Publish Date: 2006-04-01
Features: 2 Masters: Richard Gessman + Herbert Mayers. 12 Company Examples: HP, McDonald's, Netgrocer, RedEnvelope, Interbrand, Procter & Gamble, Greenfield Online, PepsiCo, Organic, Markforce, Double Bird, Microsoft. 14 Brand Experts: Bogna Frazzinierek, David B. Green, Frederick J. Horowitz, Hillary Billings, Deb, Charley, Andy Betman, Fifiene Lee Behchto, Charles E. Berlmer, Rudy Nadiro, David A. Burevik, Jonathan Neilson, Alan Prout Moreau McDonald, Robert J. Herbold.
Many of the unchanging rules about brands have not actually changed; what has truly changed is that the tools and channels for communication have extended into a new space, and the ability to distribute and connect with companies or customers has also extended into a new space.
—Bogna Frazzinierek, former Director of International Marketing and Brand Management at HP
Through wise marketing, leveraging the power of the internet, products that were once unknown can become nationally recognized brands.
—Frederick J. Horowitz, co-founder of Netgrocer.com
Because people cannot see, touch, or experience real products online, having a strong brand, achieving high brand equity, and cultivating a strong brand awareness have become the main factors for the success of online brands.
—Fifiene Lee Behchto, Chief Information Officer at Procter & Gamble
Today, few companies have the vision or resources to truly excel in online brand building.
—David Burevik, Senior Vice President and Chief Marketing Officer at PepsiCo
Brands will play an important role in the future internet, but the term "going online" will disappear and be replaced by "digital information services."
—Robert Herbold, Executive Vice President and Chief Operating Officer at Microsoft
With the rapid development of the internet economy, more and more companies are beginning to value using the internet to promote themselves. This book focuses on how companies like HP, Microsoft, PepsiCo, and McDonald's use digital thinking, technology, and methods to plan, create, promote, and manage their brands. 12 business elites from brand companies reveal their views and methods on online retail and online brands in the new market environment. It is an excellent work on how to improve a company's online brand competitiveness and has profound reference significance for all enterprises.