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Essay / Research Paper Abstract
This 7 page paper discusses the following quote "A brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand’s essence". The paper assesses this statement with reference to marketing theory and practice arguing that the traditional approach may have the required knowledge but that a different approach needs to be adopted, especially for international brands. The bibliography cites 11 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEintbranding.rtf
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Unformatted sample text from the term paper:
different approach to executing the brands essence" (De Chernatony, 2000). E-commerce has a great deal of potential and is growing in terms of importance as a medium for sales
as well as a medium for marketing. In any medium where there is a large target audience for either the marketing or the actual selling of goods and services the
way in which it is used in terms of branding needs to be considered. If we look at the online environment.
In 2000 there were 10.1 million PCs sold throughout the world, a slight decrease on 1999, down by 0.8% due to the increasing level of maturity in developed countries such
as The US and Europe (Hobley, 2001). The same year it was estimated that 300 million people had access to the internet up from 201.5 million in 1999(Hobley, 2001). By
2001 the figure is 407.1 million, however these are not spread equally through the globe, 41% of those with access are in the US, 27.8% are in Europe, 26% in
the Asia Pacific area, 4% in Latin America, 0.8% in Africa and 0.6% in the Middle East (Hobley, 2001). Many of these
access points may be through shared computers or through a work connection, therefore is also important to consider the number of households that have internet access. This is projected at
being 245 million households by 2005 (Hobley, 2001). The type of connections are also important as these are indicators of the way in which the facility will be used, faster
connection making the internet an easier and more attractive medium for e-commerce. It is estimated that by 2005 there will be 100 million broadband connections excluding any of the IDSN
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