Building Successful Brands on the Internet - University Of Cambridge
The objectives of this book are as follows:
• To gain an understanding of the role of brands and how they have traditionally been built.
A review and analysis of leading academic thinking will be used to explore these issues.
• To explore how the Internet is changing the brand-building environment, and to identify
new sources of value, tools and strategies to build brands on the Internet.
Academic literature and an analysis of the impacts of the Internet will be used to
investigate these factors, supported by secondary data related to aspects of online
business from accredited and published sources.
• To identify the key factors and characteristics that contribute to the development of
successful Internet brands.
This is based on the outcome of the primary research (in-depth case studies), with
reference to the theoretical themes that emerge from the literature review and in terms of
the practical implications for companies.
• To gain an understanding of the role of brands and how they have traditionally been built.
A review and analysis of leading academic thinking will be used to explore these issues.
• To explore how the Internet is changing the brand-building environment, and to identify
new sources of value, tools and strategies to build brands on the Internet.
Academic literature and an analysis of the impacts of the Internet will be used to
investigate these factors, supported by secondary data related to aspects of online
business from accredited and published sources.
• To identify the key factors and characteristics that contribute to the development of
successful Internet brands.
This is based on the outcome of the primary research (in-depth case studies), with
reference to the theoretical themes that emerge from the literature review and in terms of
the practical implications for companies.
