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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Cyberbranding Theories

According to Advertising Age, understanding the cyberbrand has to do with the three “i” theory. The first “i” is information, which does not necessarily mean simply company brochure information, but information that an audience expects from a brand in cyberspace (which depends on the brand’s characteristics and attributes). The second “i” is interactivity, that hands-on experience that adds a new dimension to any brand pre-Internet. The third “i” is instinct, to avoid emulating another company’s Web site branding and marketing efforts simply because it looks like a good idea.[3]

More theory behind cyberbrands brings us to the new four “p’s.” In addition to Marketing 101, with its four “p’s” (price, product, promotion, ...

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