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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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New Levels to Which Cyberbranding Takes a Brand

Every brand has the potential to flourish on the Internet. Taking the brand to a new level is the ability to “think” Internet. This ability increases the bond between the consumer and the cyberbrand. Before Benjamin Moore, a popular brand of paint, went online, the company’s name and logo were a symbol of quality and trust a homeowner (or business owner) could depend upon. The Benjamin Moore brand name still carries the same meaning, but the Internet adds a new dimension to the brand. Benjamin Moore’s consumer and business audiences (homeowners, architects, designers, and professional contractors, to name a few) go to its Web site for more than the ability to view a full online paint catalog for ...

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