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Creating Brand Cool: Brand Distinction in the Online Marketplace by Joan Abraham at Abbey's Bookshop,
Creating Brand Cool: Brand Distinction in the Online Marketplace
— —
Joan Abraham

Creating Brand Cool

Brand Distinction in the Online Marketplace

Joan Abraham

$69.99

Paperback

Hardback

Not in-store but you can order this
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English
Routledge
17 May 2021
Sales & marketing; Retail sector
In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.

Leveraging her 26 years of experience in online marketing and branding, Joan Abraham reveals the thought process behind successfully addressing today’s marketing challenge: clearly defining the business’s brand essence using its owned social media channels to personalize the full character of the brand. Creating Brand Cool addresses the importance of developing a unique state of being that personally resonates with today’s consumer. Abraham energizes the creative and strategic thinking for attracting and maintaining brand loyalty when the competition is a click away.

Appealing to branding and social media marketing professionals, as well as students in these fields, this book is a primer for building an online community and distinguishing a brand from the competition. It is relevant to all types of business, from small businesses to globally recognized brands.
By:  
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 229mm,  Width: 152mm, 
Weight:   453g
ISBN:   9780367693145
ISBN 10:   0367693143
Pages:   100
Publication Date:  
Audience:   College/higher education ,  Professional and scholarly ,  Adult education ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active

Joan Abraham’s focus on the Internet over the last 26 years has created new merchandising and marketing paradigms for branding in a global marketplace. Among her accomplishments are two one-hour specials for the Oprah Winfrey Show, the establishment of a network of video walls in shopping malls nationwide for advertisers, and online media campaigns for The Chrysler Corporation, NBC, ABC-TV, Phillips Van Heusen and the city of Detroit. She currently heads up StyleBranding, Inc. which she founded in 1996. The company specializes in the next generation of online content for branding and marketing in the Ecommerce arena. She has recently retired after 25 years at Parsons School of Design in New York where she taught Ecommerce Marketing and Fashion Branding. Abraham developed the Ecommerce marketing course for Parsons in 1996 and graduated with a B.A. from the University of Michigan.

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