Framework for integrating marketing strategies for the Internet with traditional marketing strategies. Shows how to move a brand online without affecting its value, how to re-engineer an existing brand to better suit the new Internet economy, and how to create new brands that sell well on the Web. DLC: Brand choice.

Discover how the world s leading companies have added value to their company by rewiring the brand creation process
Brand Rewired showcases the world s leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.