Rebekka Raff

Online Branding: Leveraging Brand Equity Through the Internet - Apriority for Lifestyle Brands in 2007 Rebekka Raff

Brands have become the most important asset ofcorporations today. Further, they play a significantrole in consumers` daily lives as they are the mainpoint of differentiation and provide customers with aperception of guidance in the jungle of raisingproduct choice. The last two decades and specificallythe last five years, the internet has dramaticallyaltered and enlarged the playground on which brandsunrelentingly navigate; with enormous opportunitiesand great challenges. This book has translated one of these majoropportunities by questioning how lifestyle brandswhich are a creative response to the latest customerwants and needs, can leverage their brand equitythrough the internet. In answering this question, atheoretical frame-work has been developed thatenables measurement on how well brands perform inleveraging brand equity through the web.