ONLINE BRANDING


IN THE SPOTLIGHT


DEVELOPING A MOVING TARGET


The integration of on and offline worlds via mobile phones and tablets offers a wonderfully creative future for marketers, says Chris Davenport.


Brands are business assets. Tey have a value to their owners and should be protected. Like any asset, brands can generate more value if they’re well managed. For most businesses, their brand is actually the most enduring asset but this still surprises people. Te brands that endure are the ones which adapt to change, or better still, drive it.


In this sense, a brand in the modern world should be defined as something living—something that can evolve when conditions demand, without losing its sense of identity. Tis is true even for traditional


34 Trademarks Brands and the Internet Volume 2, Issue 4 www.worldipreview.com


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