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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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The Smooth Transition of the Brand

The nature and scope of the Internet is so vast that a traditional company no longer can simply satisfy a traditional business model and expect the brand to flourish. There are new considerations for the online company. That means that not only are audiences changing, but their expectations are increasing as well. Companies must develop sites that are delightful and engaging or face the threat of losing customers to the closest competitor. And when it comes to competition, that has all changed too. Just when you think you have figured out exactly who the brick-and-mortar competitors are, in come the new dot-com start-ups and a bunch of online giants that keep merging to add more products and services to their ...

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