Brands versus Information
The changing role of brands in the age of empowered consumers
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Revision with unchanged content. On the one hand, the Internet increases information transparency for con su mers they are now able to obtain objective, trustworthy information on re tai lers existence and reliability as well as on products and services in real-time, at any time from virtually any place in the world. On the other hand, the Internet provides tools to businesses to strengthen their consumers bonds with their brands, e.g. through offering platforms for consumers to en gage in brand-related behavior for fun and entertainment during their free time or through offering businesses th...
Revision with unchanged content. On the one hand, the Internet increases information transparency for con su mers they are now able to obtain objective, trustworthy information on re tai lers existence and reliability as well as on products and services in real-time, at any time from virtually any place in the world. On the other hand, the Internet provides tools to businesses to strengthen their consumers bonds with their brands, e.g. through offering platforms for consumers to en gage in brand-related behavior for fun and entertainment during their free time or through offering businesses the opportunity to personalize offerings for their customers. For the first time, this book analyzes and describes the roles that both brands and the increased information transparency play in purchase decision pro cesses. It gives answers to a wide range of questions: Does the Internet em power consumers in a way that strengthens or weakens functions of brands? Can information substitute brand functions? Are brands becoming even more im portant in the age of empowered consumers? What are the impacts of this de velopment on brands, on intermediaries and retailers, and on prices and pro duct quality? And what are the implications for brand management?
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