Industry News

Fourth Annual ANA Web Site and Internet Advertising Survey Shows Major Increase in Use of Web to Develop and Improve Brand Loyalty; Internet Advertising Spending Triples As Marketers Focus on New Challenges Findings Presented at @d:tech.SanFrancisco
San Francisco, May 9, 2000 -- Major U.S. companies have more Web sites - an average of 6.1 per company - that are playing an increasingly important role in developing and improving brand loyalty and providing customer service. (more)

Big Companies Websites Focus More On Brand Loyalty
Major U.S. companies are increasingly using their websites to develop and improve brand loyalty and provide customer service, according to a Association of National Advertisers member survey ( http://www.iab.net ). The 292-member ANA, which consists of U.S. companies with well-known brands, has surveyed its membership for the past four years on Internet advertising. (more)

U.S. Small Businesses Jump Start Online Purchases, Spending $25 Billion in 1999, An Increase of 1,100 Percent Over 1998
2.8 Million Small Businesses Transacting on the Net; Electronic Marketplace Phenomenon Catches On As 670,000 Small Businesses Participate in Online Auctions (more)

Globalization of E-commerce: Are You Ready?
By Alexis Gutzman
IDC and the Computer Industry Almanac, in separate reports, agree that last year that the U.S. represented only 43% of online users. By 2003, that percentage will have fallen to 33%. The word "World" is being re-injected into the World Wide Web with a vengeance. In a few short years, Americans will be relegated to the familiar position of loud tourists in a land that we used to think of as our own. (more)

Books on Branding

Developing Business Strategies
by David A. Aaker, David A. Adler. Hardcover (October 1998)

Building Strong Brands
by David A. Aaker

Corporate Identity : Making Business Strategy Visible Through Design
by Wally Olins

Managing Brand Equity : Capitalizing on the Value of a Brand Name
by David A. Aaker

Strategic Brand Management : New Approaches to Creating and Evaluating Brand Equity
by Jean-Noel Kapferer, Jean-Noel Kappferer

The 22 Immutable Laws of Branding : How to Build a Product or Service into a World-Class Brand
by Laura Ries, Al Ries

Marketing Aesthetics: The Strategic Management of Brands, Identity and Image
by Bernd Schmitt, Alex Simonson

Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands
by Bernd H. Schmitt

Leveraging the Corporate Brand
by James R. Gregory, Jack G. Wiechmann (Contributor). (May 1997)

Strategic Brand Management: Building, Measuring, and Managing Brand Equity
by Kevin Lane Keller