Use the Internet to enhance your company's brand identity! Marketers, managers, business owners, and entrepreneurs will find a wealth of tips and strategies for building a web presence that can increase revenue, improve customer relations, and boost brand loyalty. <br /><br />Digital brand expert Ian Cocoran explains the traditional theories of branding and explores the ways in which they can be applied to web sites, no matter what the given industry or field. The unique needs of nonprofit organizations are discussed, and numerous real-life illustrations of good and bad online branding efforts are provided. Chapters traffic flow, and maximizing site functionality. Anyone looking to use the Internet's potential to maximize the strength of his brand must have this book.