Brands: Visions and Values

By John Goodchild; Clive Callow | Go to book overview

CHAPTER 4
Internet Branding: Brave
New World?

Shonaig Macpherson


WHAT IS MEANT BY AN INTERNET BRAND?

The phenomenal growth of the internet has led to nothing short of a revolution in the commercial world. The most recent research shows the value of internet transactions doubling every year until 2004, up to £1,000 billion pounds per annum (Forrester Research). The new economy will have a material impact on traditional brands, the strategies used to develop them, and the way they are protected and enforced.

Across a wide range of areas, the internet has run a coach and horses through traditional legal rules. At its simplest, the reason for this happening is that the internet pays no heed to national boundaries while laws are by their nature territorial. This leads to an almost infinite number of potential conflicts; for example, a website set up in the UK may be entirely legal in this country, but illegal in the country where it is accessed. Take a simple example. Boots, the highstreet chemist, has '3 for 2' offers on items such as toothpaste. But these offers are illegal in Germany, and Boots is likely to be breaching German law if a consumer in Germany can access its website and take up such an offer.

While it is hoped that recent proposals put forward by the European Commission may do away with future problems of this kind within the European Union, the problem will inevitably keep arising

-137-

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Brands: Visions and Values
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Preface ix
  • Chapter 1 - Introduction 1
  • Chapter 2 - The Role of Brands in Business 21
  • Chapter 3 - Accounting for Intangible Assets 91
  • Chapter 4 - Internet Branding: Brave New World? 137
  • About the Authors 153
  • Index 155
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