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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Cyberbrand Visions that Exist Postlaunch

Moving past the so-called dangers and difficulties of moving the brand online are the companies that have not only ventured into cyberspace, but also have high-tech visions that are making news and making great strides. An article entitled “Old-Line Firms with High Tech Vision,” written by Allison Kopichi of Bloomberg Personal Finance, illustrates how the traditional offline brands are successfully executing cyber strategies. Who are these traditional cyber winners who quickly realized how to combine tradition and technology to form an optimum brand? According to the article, Kmart is one, taking the “blue-light special” online with free Web access for its customers. And for United Parcel Service (UPS), ...

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