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Summary

The four branding strategies introduced in this chapter are of a macro nature and need to be tied into the three other dimensions of an Internet strategy introduced earlier in the book:

  • Technology. How are we attempting to leverage the technology, with what consequence on our brand?

  • Market. What is our market segmentation strategy? How can we define brands across these?

  • Service. What level of service will we deliver through this channel—full service, low-cost service? How will this impact our brand?


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