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Options for changing brand identity online
A further decision for marketing managers is whether to redefine the name element of brand identity and how to vary associated positioning messages to support the move online. Brands that were newly created for the Internet such as Expedia.com and Zopa.com do not risk damaging existing brands. Existing organisations need to think about how they differentiate their online services, and changing the brand identity is part of that. There are four main options for existing organisations migrating their brands online. When a company launches or relaunches an online presence, it has the following choices with regards to brand identity:
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