When a product lands on the Internet, the brand becomes more than a mere name; it becomes an interactive brand experience. This course will provide marketers with strategies for building strong online brands by maximizing the interactive nature of the Web. The course begins by identifying key branding objectives and provides useful strategies to take offline brands into an online environment. Additionally, the course explores tactics for building and maintaining long-term online customer relationships. The use of affiliates, e-mail, and virtual communities are also examined to help marketers make full use of the Web's interactivity. Armed with this array of strategies and tactics, the marketer will be able to build a solid platform for online branding success.
This course is for managers, brand managers, and marketing personnel who wish to build strong brands in the e-marketplace.