Cyberbranding: Brand Building in the Digital Economy

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Chapter 6. Web Site Design to Enhance the Cyberbrand

Objective

To look outward (beyond the company and past the brand) and realize that the Internet has one central focus—online audiences and their expectations. This chapter will give insight into how specific Web site design considerations enhance the cyberbrand and strengthen the outward focus by examining the following:

Understanding that a Web site is not about a company
Five Web-site factors
Cyber do’s

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