Corporate Internet Branding - Over the course of the past 65 years, corporate branding has been a very active specialty within the advertising and marketing world. Corporate branding has resulted in many advertising and marketing firms making huge sums of money through the years.
In the 1990s, a new kind of corporate branding caught fire within the advertising and marketing world: corporate Internet branding.
Corporate Internet branding has become a billion dollar business. After some decline in Corporate Internet branding during the late 1990s and early 2000s due to the fact that some high-tech companies and Web based businesses going bust, corporate Internet branding has picked up steam once again. Most industry analysts expect corporate Internet branding to continue to be a major part of the advertising game in the coming decade.
As Cheryl Rogers, the marketing director of Rogers, Fleming and Tree, LP, noted: "we really see no end to the need for marketing and advertising firms to continue to expand their involvement with corporate Internet branding. While we are not experiencing the tremendous amount of business that we saw before the dot-com bubble burst, we still spend a good deal of our time on corporate Internet branding work."
A number of marketing and advertising firms or agencies saw their doors close when the dot-com bubble burst. "some firms put all of their eggs in one basket," Rogers explained. "and that proved fatal for them. Of course, when things were going well in the dot-com business, these firms enjoyed a great deal of success. But, when things fell apart, a lot of blame was cast on corporate Internet branding and the work done by these agencies and firms. Right or wrong, a lot of agencies exclusively involved in corporate Internet branding took the brunt of the blame from a number of dot-com owners."
Most ad agencies and the like are working to diversify their client base as a result of the dot-com bust and the impact it had on businesses involved in corporate Internet branding.
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