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Chapter 7. E-branding—The Emergence of N... > Brand Reinforcement—The Development ...

Brand Reinforcement—The Development of a Continuous Brand Model Across Media

A key to a successful business positioning is to achieve the position of brand leader—universal recognition of name and product. This is a unifying goal for organizations both in the online, e-commerce arena and in the arena of traditional business practice. Brands such as Visa, Coke, Levi, and Ford are known globally, as are such brands as Manchester United Football Club, the New York Yankees, the BBC, and CNN. The goal of executives in all dimensions of business is to ensure that their brand achieves universal recognition and that the brand carries across all channels, media, and languages, including the Internet.

Fending Off Brand Dilution: To Be Seen Online but Not to Sell Online

The goal of being a leader and developer of Internet sales may not be the goal of every organization, but ultimately every organization wants to ensure that its brand is reinforced online. Many established organizations not currently wishing to develop a new sales channel will determine instead that a brand reinforcement strategy is a suitable complement to their existing corporate strategy. The goal of this brand reinforcement channel therefore is to reinforce the organization in the eyes of the customer.


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