Online City Branding

Abstract

Much discussion in the branding literature has focused on whether the Web will change the ways in which branding and brand management are conducted (see for example Sterne, 1999; Ind and Riondino, 2001; Lindstrom, 2001; de Chernatony and Christodoulides, 2004). From a marketing perspective, the internet provides companies with new channels for advertising, selling, direct distribution and support channels for customer feedback. Many organizations now recognize the need for integrated marketing communications across offline and online channels in today’s digital world.