Description
Brands have become the most important asset of corporations today. Further, they play a significant role in consumers` daily lives as they are the main point of differentiation and provide customers with a perception of guidance in the jungle of raising product choice. The last two decades and specifically the last five years, the internet has dramatically altered and enlarged the playground on which brands unrelentingly navigate; with enormous opportunities and great challenges. This book has translated one of these major opportunities by questioning how lifestyle brands which are a creative response to the latest customer wants and needs, can leverage their brand equity through the internet. In answering this question, a theoretical frame-work has been developed that enables measurement on how well brands perform in leveraging brand equity through the web. EDUCATIONAL ACHIEVEMENTS Master of Commerce in Marketing,Macquarie University,Sydney,2006 Diplom Media Management,FH Wiesbaden,2007 PROFESSIONAL EXPERIENCE Product Manager Online,publishing,Hamburg,2008 Project Manager Online,agency,Hamburg,2007 Marketing and Media Assistant,BevWizz,Sydney,2006
