Document Type
Article
Abstract
Branding in cyberspace, cyberbranding, digital branding or e-branding is attracting the attention of many corporate executives in both traditional and internet companies. Branding as a marketing concept is universally known. Branding is the effort of a company to evoke a particular response in the end user/consumer's mind about a particular product or service. The brand is not only that product or service, but also all of the emotions, perceptions, and impressions experienced by the person buying or using that product or service. Companies spend trillions of dollars each year in efforts to brand their company, their products, and their services. But at the end of the day, brand managers can't actually dictate what a brand really is. They can try everything possible to convey a certain message about their brand, but it is still the impressions left in the mind of the end user that dictate the success or failure of the brand. What is cyberbranding? How is it different from traditional branding? What are the major cultural issues in cyberbranding? What is cyberbrand equity? How should a manager create and grow strong brands in a digital environment? How should one deal with merging brand entities? These important questions are addressed in this article. The article also suggests that marketers should view cyberbranding not in isolation, but alongside traditional branding while extending some enduring principles generally associated with traditional branding
Recommended Citation
Evuleocha, Stevina, "Branding in Cyberspace: Implications for Marketing & Management" (2003). ICEB 2003 Proceedings (Singapore). 28.
https://aisel.aisnet.org/iceb2003/28