The art of digital branding

Select an Action

Title:

Author:

Cocoran, Ian.

ISBN:

9781581154887

Personal Author:

Cocoran, Ian.

Publication Information:

Physical Description:

xv, 255 pages : illustrations ; 25 cm

Contents:

What's in a name? -- IP addresses -- Domain names -- Search engines -- First impressions last -- How the human brain works -- Whole-brain branding -- The good, the bad, and the largely indifferent -- Who has the prettiest child? -- 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 -- It's a small world after all -- The hypothetical Pie Co. -- Brand positioning -- Segmentation -- Okay, you built it; that doesn't mean they're coming -- Online clubs and memberships -- The online community -- Playing games -- Offline/online vouchers -- Competitions -- Other stuff -- Functionality now and for the future -- Java, Flash, and techie stuff -- Functionality -- The luxury brand debate -- Online shopping -- The winds of change -- Conclusions -- It's all in the best possible taste -- Corporate philanthropy and the Web -- Charity begins at home -- The giving mall -- The Web's contribution -- 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 site -- The evolution of a branded Web site --

Abstract:

Ian Cocoran explains the traditional theories behind branding and explores the way in which they can be applied to web sites for any industry or field. He also covers site content and the role it plays in brand perception and looks at how to add depth by adding audio and video, as well as animations.

Subject Term:

Brand name products. (OCoLC)fst00837883

Electronic commerce. (OCoLC)fst00906906

Internet marketing. (OCoLC)fst00977272

Web sites -- Design. (OCoLC)fst01173252

Marketing.

Internet.

E-commerce.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/ecip0713/2007011449.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0711/2007011449-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0711/2007011449-d.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:REC-BOOK	000114002	658.827 COC	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000012054	658.827 COC	1	Searching... Unknown

Bound With These Titles

On Order

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; incorporating essentials such as company history, careers, site maps, search engines, and FAQs; choosing one global portal versus country-specific content; encouraging and retaining traffic flow; adding depth to the Web experience with audio, video, and animation; maximizing site functionality for online shopping or software updates; and much more. Step into the digital age with expert help from The Art of Digital Branding .

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.