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we developed together. I will work on steps three and four, as you
suggested, and will keep you informed when I have new ideas for
review. Please let me know if I can be of further assistance.

Looking to the future, the web and the technologies that follow will
allow brands to become increasingly rewarding, one-on-one experiences
for customers. Companies should watch for new technologies that will
further enhance the relationship with customers. There is already web-
based research that can be sent out to gather customer feedback, pre-
cisely and at a low cost. As video becomes commonplace in the office,
we will see the customer and the brand take one more step closer to each
other.

For the latest information on integrated branding on the web, go to
www.parkerlepla.com.


NOTES
1. Bruce Haring, "Site Scramble To Be Your Gateway" ( August 3, 1998), USA
Today web site: http://usatoday.com/life/cyber/tech/ .
2. Tom Lix, Computerworld ( April 13, 1998), p. 41.
3. Reprinted with the permission of The Free Press, a Division of Simon &
Schuster, Inc. from S trategic Brand Management: New Approaches to Creating and
Evaluating Brand Equity by Jean-Noel Kapferer. Copyright © 1992 by Les Editions
d'Organisation. Translated by Philip Gibbs. First published in the English lan-
guage in 1992 by Kogan Page Ltd., p. 375.
4. Reprinted with the permission of The Free Press, a Division of Simon &
Schuster, Inc. from Strategic Brand Management: New Approaches to Creating and
Evaluating Brand Equity by Jean-Noel Kapferer. Copyright © 1992 by Les Editions
d'Organisation. Translated by Philip Gibbs. First published in the English lan-
guage in 1992 by Kogan Page Ltd., p. 376.
5. Kathleen Doler, "Interview: Jeff Bezos, Founder and CEO of Amazon.com
Inc.," Upside ( September 1998), p. 76.
6. Nathan Shedroff, Online Branding, NewMedia.com ( July 1998), p. 28.
7. Kathleen Doler, "Interview: Jeff Bezos, Founder and CEO of Amazon.com
Inc.," Upside ( September 1998), p. 76.
8. Southern California Edison web site: http://www.edisonhome.com.
9. Butterball Turkey web site: http://www.butterball.com.
10. Jonathan Littman, Yahoo web site: http://www.yahoo.com.
11. Yahoo web site: http://www.yahoo.com.
12. Apple Computer, Strategies for Building Digital Brands, p. 72.

-256-

Questia, a part of Gale, Cengage Learning. www.questia.com

Publication Information: Book Title: Integrated Branding: Becoming Brand-Driven through Companywide Action. Contributors: F. Joseph LePla - author, Lynn M. Parker - author. Publisher: Quorum Books. Place of Publication: Westport, CT. Publication Year: 1999. Page Number: 256.
    
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