Customer Experience Meets Online Marketing At Brand Central Station

Topics:
Brand Management
Tags:
Brand,
Branding,
Customer Experience,
Marketing,
Marketing Research
Source:
Boxes and Arrows

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Overview: From the executive summary: ‘A brand is not a name, positioning statement, marketing message, jingle, or logo. It is the culmination of all of the interactions that all the people in a marketplace have with the firm. There are only a few touch points where a company can exercise any serious control over that brand-building series of customer interactions: the advertisement, the marketing materials, the packaging, the product itself, and the Web.’ The paper explains how good customer experience clubbed with online marketing can build an effective brand.

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Format: HTML | Date: Aug 2002 | Pages: 1

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