Athanasios Poulis & Ioannis Rizomyliotis 
Digital Branding Fever 

Your first step in a business is the most important one! When crafting a digital branding strategy, you want longevity. That’s the only way to succeed! In order to develop an effective digital marketing mix, it is important to understand the value of your brand for each target market. Of course, the value of a brand in a web-based company may have heightened importance due to the intangible nature of the web. Bottom line is that you always need to keep it simple and give a WOW experience. The game is changing and you need to step up! Digital branding is the creation and development of communications strategies specifically for brands to have a meaningful context on the web. Branding is not what you say but what you do! In this book, we will create together step by step your digital branding strategy and give your consumers an unforgettable experience.

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Dr. Kleopatra Konstantoulaki is senior lecturer at the University of Westminster, United Kingdom. She holds a Ph D in marketing and is an active researcher in the area of consumer psychology and communication. She has published in several peer-reviewed academic conferences and journals.