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Imperial Library
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Index
Cover
Title page
Copyright
Contents
Foreword
A note from the author
Acknowledgments
Introduction
1 What’s in a name?
IP Addresses
Domain Names
Search Engines
2 First impressions last
How the Human Brain Works
Whole-Brain Branding
The Good, the Bad, and the Largely Indifferent
Who Has the Prettiest Child?
3 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
4 It’s a small world after all
The Hypothetical Pie Co.
Brand Positioning
Segmentation
5 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
6 Functionality now and for the future
Java, Flash, and Techie Stuff
Functionality
7 The luxury brand debate
Online Shopping
The Winds of Change
Conclusions
8 It’s all in the best possible taste
Corporate Philanthropy and the Web
Charity Begins at Home
The Giving Mall
The Web’s Contribution
9 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
Epilogue
Glossary
Index
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