Brand Building on the Internet

"Users rule the attention economy; if they don't click, you don't have a business. Lindstrom know their click streams and tell you what users want. Listen or be doomed as your site suffers death by back-button."
Dr. Jakob Nielsen

Now in its 3rd edition Brand Building on the Internet has been sold in more than 10 countries since it's first release in 1996.

A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as:

• what role should the Internet have in a marketing plan?
• what types of companies are best-suited to market our product on the Internet?
• how can a systematic dialogue between the consumer and the brand be created?
• how can strong traffic on a site be created?
• and how is it possible to measure the real value of branding a site?

There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, LEGO, Yellow Pages, M&Ms, FedEX, Kodak, Volkswagen, and Visa.