Go to www e4m biz operated by the U K s Marketing Council Register
Go to www.e4m.biz, operated by the U.K.’s Marketing Council. Register at the site and choose the Business-to-Consumer area, and the Brand Consistency option under Strategy Area. Review several of the short cases describing how major companies are striving for consistency in their brand identification while using multiple channels including the Internet. What conclusions can you draw regarding the requirements for brand consistency across multiple channels?
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