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Creating and Managing Brand EX periences on the Internet
Author(s) -
Schmitt Bernd
Publication year - 2000
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2000.tb00149.x
Subject(s) - key (lock) , business , the internet , dimension (graph theory) , quality (philosophy) , marketing , advertising , service (business) , internet privacy , customer service , computer science , world wide web , computer security , mathematics , philosophy , epistemology , pure mathematics
I F A WEB SITE is well designed, it can be a powerful dimension of the corporate brand. Bernd Schmitt analyzes the issues that contribute to an effective digital strategy. Among his key points: Sites must target the priorities of specific customer segments; they must engage users in both active and interactive experiences; they must be integrated with other brand elements; and they must be supported with quality service. As for the future, Schmitt sees digital brands composed of an increasingly accessible and rich array of sensory experiences.