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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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The Benefits of Having a Well-Known Traditional Brand

Disney is just one of the many examples illustrating the importance of a powerful traditional brand and how having an online brand carries tremendous importance. Disney online reaches millions of consumers, further enforcing the spirit of this world-renowned brand with stimulating visual interaction. Most marketers realize that a brand gains momentum, as every promise is fulfilled, for every customer. And each time a consumer is satisfied, loyalty to the brand goes without question. Translation: Consumers will pay premium prices when expectations are satisfied. After all, that’s why a large percentage of the youth population walks around in Guess, Tommy Hilfiger, and DKNY. The reverse is ...

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