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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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E-branding strategies of internet companies: Some preliminary insights from the UK

Ibeh, Kevin I.N. and Luo, Yin and Dinnie, Keith J. (2005) E-branding strategies of internet companies: Some preliminary insights from the UK. Journal of Brand Management, 12 (5). pp. 355-373.

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Abstract

This study explores the e-brand building and communication strategies of a small sample of UK-based internet companies, including a few with significant international brand profiles. It contributes by providing rare empirical insights into the e-branding phenomenon, which complement the extant, mainly anecdotal, best practice literature. Analysis results suggest a widespread appreciation of the importance of e-branding, and a prevalence of collaborative and customer-centric e-brand building strategies, including co-branding and affiliating with established online and offline brands, distribution partnerships, content alliances and personalised e-mail contacts. The examined internet companies also seem to have employed a variety of traditional, offline methods and leading-edge online tools in communicating their key e-brand values and promoting their online platforms and offerings. These communication vehicles included newspapers, radio, magazines, television, public relations, trade events and promotions, personalised e-mail notifications, affiliate programmes with other websites and banner advertisements. It further emerged that a few of the study companies had taken major steps towards internationalising their e-brands, and had responded appropriately to the concomitant localisation/adaptation challenges. The managerial and future research issues raised by these preliminary findings are discussed.