Rich internet applications that build brands

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<title>Rich internet applications that build brands</title>
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<namePart>Rogowski, Ron</namePart>
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<namePart>Manning, Harley</namePart>
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<namePart>Geller, Steven</namePart>
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<publisher>Forrester Research</publisher>
<dateIssued>2008</dateIssued>
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<abstract displayLabel="Summary">Compared with HTML, rich Internet applications (RIAs) offer greater interactivity, improved user experiences, and better differentiation. But most firms miss out on the brand-building potential of RIAs. To help companies that struggle with this problem, we uncovered examples of RIAs that provide topnotch user experiences and complement key brand attributes. Firms looking to differentiate their brands through online functionality should start with a clear understanding of user goals, maintain a relentless focus on brand attributes, enlist expert help, and test designs for compliance with brand positioning before going live</abstract>
<note type="statement of responsibility">by Ron Rogowski with Harley Manning and Steven Geller</note>
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<topic>Empresas</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080616007">
<topic>Aplicaciones informáticas</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080615574">
<topic>Tecnologías interactivas</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080547738">
<topic>Internet</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080612337">
<topic>Redes de comunicaciones</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080584771">
<topic>Diseño de sistemas</topic>
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<topic>Comercio electrónico</topic>
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<classification authority="">922.13</classification>
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<titleInfo>
<title>For Customer experience professionals</title>
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