Organizations see brands as valuable assets because these brands help create product demand and solidify customer loyalty. But the Internet is changing the meaning of a brand, the nature of brand loyalty and effectiveness of traditional branding investments made by marketers. Through the Internet, a company can connect clients and customers effectively because of the variety, interactivity and immediate results that it provides, and because it reduces geographical distances, timeliness and the cost of creating a message.
ABOUT THE AUTHOR Ratnaja Gogula
Ratnaja Gogula, has a Doctorate in Management Studies from Andhra University. She holds an MBA degree from the same university. She has over 14 years of teaching and research experience of and has several research publications to her credit in the areas of Marketing, Management, Agricultural Marketing, Healthcare Management and Women’s studies. Dr. Ratnaja also holds a diploma in Japanese language. She is currently a faculty member at the Icfai Business School, Hyderabad. Her areas of interest include Marketing and Strategic Management & Business Policy.
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