Why do people choose Thumsup over Pepsi

Brand evolution


The Internet is increasingly developing into the leading medium for corporate and brand communication. A large number of communication instruments give companies new contact options with customers. Brand managers are faced with the challenge of managing these instruments holistically in the sense of modern marketing communication. They have to master the new ways of accessing their brand, which enable newly gained interactivity with the brand with the medium and which serve the reactions and discussions of consumers to brand management in social media.

This practical manual “Brand Evolution” presents the essential aspects of brand management on the Internet. Scientists present the findings of brand theory, practitioners from various branches of industry describe how the instruments of brand management are actually used on the Internet. With practical contributions from Google, Ferrero, Jägermeister, Mercedes-Benz, EnBW, Otto, Edelight and Anne Korn.


E-Branding E-Commerce E-Mail Marketing Brand Management on the Internet Brand Management Online Advertising Social Media Search Engine Marketing

About the authors

Prof. Dr. Elke Theobald is a professor for computer-aided media with a focus on online marketing at Pforzheim University. There she heads the degree course in advertising as the dean of studies.

Philipp T. Haisch is Business Unit Director at Syzygy Deutschland GmbH and heads a unit for customers such as Daimler, Mercedes-Benz, Setra and Bridgestone.

Bibliographic information

  • Book TitleBrand Evolution
  • Book SubtitleModern brand management in the digital age
  • Editors Elke Theobald
    Philipp T. Haisch
  • DOIhttps: //doi.org/10.1007/978-3-8349-6913-2
  • Copyright InformationGabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
  • Publisher NameGabler
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-8349-2532-9
  • eBook ISBN978-3-8349-6913-2
  • Edition Number1
  • Number of PagesXIII, 579
  • Number of Illustrations126 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
  • Buy this book on publisher's site