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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Convergence of the Traditional Brand and the Cyberbrand

It’s true that some of the newer brand builders, as mentioned, have built their brand recognition quicker. Does a newer brand that is acknowledged sooner have the staying power in the market like an older brand? We see how Coke and Disney have taken decades of investment and continuous brand-building strategies to create the giant brands of the world. Where do the newer brands fit in? Do these brands have the patience and the understanding of the importance of branding to continue brand-building efforts? There is opportunity on the Internet for both traditional brands and new e-brands to prosper. Therefore, forward-thinking companies will rely on the importance of branding and the power ...

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