TITLE

Adapting a digital brand to user needs

AUTHOR(S)
Johnson, Rachel
PUB. DATE
April 2006
SOURCE
Brand Strategy;Apr2006, Issue 201, p48
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the marketing and advertising strategies of online search engine, Ask.com, citing its efforts to adapt its brand to suit the Internet audience and rival its larger competitors. The company has launched the concept of asking questions and getting answers to help with its marketing strategy, has implemented viral marketing programs and a public relations campaign to publicize the company.
ACCESSION #
20793206

 

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