About the Book
Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Pages: 117. Chapters: Airline liveries and logos, Aspirational brand, Barloworld Limited, Boomerang Media, Brandable software, BrandActive, Brandchannel, Branded asset management, Branded content, Branded entertainment, Branding national myths and symbols, Brand alliances, Brand ambassador, Brand architecture, Brand aversion, Brand blunder, Brand community, Brand content management, Brand culture, Brand engagement, Brand equity, Brand extension, Brand Finance, Brand implementation, Brand legacy (marketing), Brand licensing, Brand loyalty, Brand networking, Brand orientation, Brand piracy, Brand preference, Brand report card, Brand specialist, Brand strength analysis, British Airways ethnic liveries, Celebrity branding, Channel conflict, Chief brand officer, City Hunters, Classic Media, Corporate identity, Dimensions of brand personality, E3 European Agency Network, Electronic registration mark, Employer branding, Enterprise Cultural Heritage, Entertainment Rights, Ergo ID, Family branding, Fictional brand, Generic trademark, Iconix Brand Group, Imation, List of generic and genericized trademarks, Lovemark, Luxury good, Marlboro Friday, Merchant's mark, MoonScoop Group, Naming rights, Napa Declaration on Place, National brand, Nia effect, Operator logo, Place branding, Plain Old Java Object, Postmodern branding, Postmodern communication, Postmodern marketing, Private brand, Procter & Gamble, Product naming, Product naming convention, Promotional apparel, Promotional model, Purple Cow: Transform Your Business by Being Remarkable, Retail design, Saban Capital Group, Sanrio, Self-brand, Status brand, Store brand, Superbrands, Sustainability brand, The Co-operative brand, TM-XML, Touchpoint, Trademark distinctiveness, Trade symbols, VCU Brandcenter, Visual merchandising, Web 2.0, Westinghouse Licensing Corporation. Excerpt: The term Web 2.0 was coined in 1999 to describe web sites that use technology beyond the static pages of earlier web sites. It is closely associated with Tim O'Reilly because of the O'Reilly Media Web 2.0 conference which was held in late 2004. Although Web 2.0 suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the ways software developers and end-users use the Web. A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where people are limited to the passive viewing of content. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies. Whether Web 2.0 is substantively different from prior web technologies has been challenged by World Wide Web inventor Tim Berners-Lee, who describes the term as jargon. His original vision of the Web was "a collaborative medium, a place where we all meet and read and write." The term "Web 2.0" was first used in January 1999 by Darcy DiNucci, a consultant on electronic information design (information architecture). In her article, "Fragmented Future," DiNucci writes: Writing when Palm Inc. was introducing its first web-capable personal digital assistant, supporting web access with WAP, DiNucci saw the web "fragmenting" into a future that extended far beyond the browser/PC combination it was identified with. Her vision of the web's future focused on how the basic information structure and hyperlinking mechanism introduced by HTTP would be used by a variety of devices and platforms. As such, her use of the "2.0" designation refers to a next version of the web that does not directly relate to the term's current use. The term Web 2.0 did not resurface until 2002. These authors focus on the concepts currently associated with the
