I'm interested in the following questions: do online brands have different nature vs traditional offline brands? What are the similarities and differences? Are there any significant differences in a branding/re-branding process?
The best thing to do in this case is an exploratory research on e-brands using the articles published in the main academic journals during the last five years. Is quite possible that you discover something. Maybe you can also check the websites of Nielsen and Euromonitor. They publish some reports that can be useful for your study.
Search also for some white papers of advertising groups (Ogilvy, BBDO, etc). Check also the European Advertising Academy and ICORIA 2015 that will take place in London, next July. Check here http://www.europeanadvertisingacademy.org/icoria-2015/.
We have half a chapter on branding in our Internet Marketing text, primarily with data from practitioner sources with some academic; some discussion of online vs. offline branding. You should be able to get an exam copy from your Cengage rep or can obtain just Chapter 5 from Cengage Brain . We post regularly on Google+ using #5BrandVideo on 2015 Internet Marketing Updates page.
bit.ly/Kcn5Kt
Nice chapter in Leslie de Chernatony, Malcolm McDonald and Elaine Wallace "Creating Powerful Brands" 4th ed. - Brands on the Internet. There is also Subir Bandyopadhyay (editor) book "Contemporary Research in E-Branding". Excellent example of research about online vs. offline brand but in corporate context by Syed Alwi S and Da Silva R. "Online and Offline Corporate Brand Images: Do They Differ?.
Francisco Giovanni David Vieira , I'm curious, why five years?!
Dear Muthana Makki Mohammedali , the reason for I have said five years is related to the guidelines of some journals, which define that the authors should consider articles published in recent years in their theoretical reviews. Actually, this is not something that I totally agree, and from my point of view is more related to market matters than academic matters. And five, as well two, seems to be magical numbers because of the calculation of Impact Factor published every year by Journal of Citation Report, for instance.
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