Cyberbranding: Brand Building in the Digital Economy

Chapter 7. Start with the Organization and the Cyberbrand Vision

Objective: For marketers to understand and implement the traditional or “smart business” strategies that aid in development, cultivation, and communication of the cyberbrand vision and promote the success of the Internet brand by recognizing the following: Vision beyond the entrepreneurial idea Avoiding the “rushed” vision Developing the vision through offline versus online comparison The importance of the coalition to guide the vision Cybervisions that survive