Brands versus Information- The changing role of brands in the age of empowered consumers

On the one hand the Internet increases information transparency for consumers- they are now able to obtain objective trustworthy information on retailers'existence and reliability as well as on products and services in realtimeat any time from virtually any place in the world. On the other handthe Internet provides tools to businesses to strengthen their consumers'bonds with their brands e.g. through offering platforms for consumers toengage in brand-related behavior for fun and entertainment during their freetime or through offering businesses the opportunity to personalize offeringsfor their customers.For the first time this book analyzes and describes the roles that both brandsand the increased information transparency play in purchase decision processes.It gives answers to a wide range of questions: Does the Internet empowerconsumers in a way that strengthens or weakens functions of brands?Can information substitute brand functions? Are brands becoming even moreimportant in the age of empowered consumers? What are the impacts of thisdevelopment on brands on intermediaries and retailers and on prices andproduct quality? And what are the implications for brand management?This book is addressed to a practice oriented as well as to an academic audience.It delivers new insights and perspectives to marketing product andbrand managers to consultants and to all other professionals who are interestedin this topic.