Cyberbranding: leveraging your brand on the Internet

Abstract

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.

Citation

Bergstrom, A. (2000), "Cyberbranding: leveraging your brand on the Internet", Strategy & Leadership, Vol. 28 No. 4, pp. 10-15. https://doi.org/10.1108/10878570010378645