eBrands

While scores of books have promoted various Internet marketing tactics and
Web site design rules, none has provided the necessary strategic context in
which true eBrand builders make names for themselves. Through thoughtful
analysis of the overall marketing strategies of six Web innovators -- Yahoo!,
CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog Sports -- veteran Silicon
Valley marketing executive Phil Carpenter takes a hard look at how a core set of
companies have pushed to develop powerful Internet brands.

Carpenter takes readers backstage in his in-depth interviews with more than
40 company executives and industry experts. Recounting the successes,
failures and fears of eBrand pioneers, the author assesses the opportunities
and vulnerabilities of his case-study companies compared to those of their on-
and offline competitors. His analysis shows how several "pure play"
Internet ventures have established brand awareness and credibility, how an
offline leader has boldly asserted itself in this new medium, and how a start-up
has battled to distinguish its brand among the many deeper-pocketed players.

Carpenter argues that Internet contenders must expand their notion of
branding far beyond such assets as logos, trademarks and brand names to
include programs for building brand awareness, forging alliances and
cultivating customer loyalty, to name a few. Through these bedrock best
practices distilled from the experiences of the online elite, even a "dot.com
nobody" can become a cyberbranded star.

For anyone with a stake in ebusiness -- from CEOs to entrepreneurs, from
marketers to customer service and PR specialists and from venture capitalists
to financial analysts -- eBrands will prove a thoughtful guide to creating
truly durable brands in the electronic marketplace.