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Cyberbranding: leveraging your brand on the Internet

Alan Bergstrom (Alan Bergstrom is president and CEO of The Brand Consultancy, an international brand strategy and deployment firm ( His firm has helped many global and domestic companies, ranging from dot‐com start‐ups to Fortune 500 firms, leverage their brands to establish and maintain a market leadership position.)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 August 2000



As Internet usage grows, brands are becoming even more important than they have been in other channels or environments. With more choices from many unknown providers, customers tend to choose a provider that represents a set of values or attributes that are meaningful, clear, and trusted (a brand). However, migrating an existing brand to Internet use is not straightforward. A brand’s appeal may shift as Internet users have significant attitudinal differences from shoppers in other channels. The author presents the branding basics and six steps to building a strong brand on or off the Internet.



Bergstrom, A. (2000), "Cyberbranding: leveraging your brand on the Internet", Strategy & Leadership, Vol. 28 No. 4, pp. 10-15.




Copyright © 2000, MCB UP Limited

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