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The Art of Digital Branding.

Author: Ian Cocoran
Publisher: New York : Skyhorse Publishing, Inc., 2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Here's the definitive guide to building a Web presence that will increase revenue, improve customer relations, and enhance brand loyalty. Author Ian Cocoran, a digital brand expert, explains traditional branding and how the same principles can be applied to Web sites, no matter what the industry. Chapters cover the entire range of site content: color schemes and menu formats and the pivotal roles they play;  Read more...
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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Cocoran, Ian.
Art of Digital Branding.
New York : Skyhorse Publishing, Inc., ©2010
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Ian Cocoran
ISBN: 9781581158021 1581158025
OCLC Number: 854976689
Description: 1 online resource (422 pages)
Contents: Cover; Title page; Copyright; Contents; Foreword; A note from the author; Acknowledgments; Introduction; 1 What's in a name?; IP Addresses; Domain Names; Search Engines; 2 First impressions last; How the Human Brain Works; Whole-Brain Branding; The Good, the Bad, and the Largely Indifferent; Who Has the Prettiest Child?; 3 Say what you mean and mean what you say; About Us; Products and Services; Contact Us; FAQs; News and Investor Relations; Search Engines and Site Maps; 4 It's a small world after all; The Hypothetical Pie Co.; Brand Positioning; Segmentation; 5 Okay, you built it. That doesn't mean they're comingOnline Clubs and Memberships; The Online Community; Playing Games; Offline/Online Vouchers; Competitions; Other Stuff; 6 Functionality now and for the future; Java, Flash, and Techie Stuff; Functionality; 7 The luxury brand debate; Online Shopping; The Winds of Change; Conclusions; 8 It's all in the best possible taste; Corporate Philanthropy and the Web; Charity Begins at Home; The Giving Mall; The Web's Contribution; 9 The emotionally intelligent web site; What Is Emotional Intelligence?; EI and the Branded Web Site; The Web Site Emotional Intelligence Model. The Emotional Impact of a Branded Web SiteThe Evolution of a Branded Web Site; Epilogue; Glossary; Index.

Abstract:

Here's the definitive guide to building a Web presence that will increase revenue, improve customer relations, and enhance brand loyalty. Author Ian Cocoran, a digital brand expert, explains traditional branding and how the same principles can be applied to Web sites, no matter what the industry. Chapters cover the entire range of site content: color schemes and menu formats and the pivotal roles they play; incorporating essentials such as company history, careers, site maps, search engines, and FAQs; choosing one global portal versus country-specific content; encouraging and retaining tr.

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