ABSTRACT
This chapter defines some basic concepts associated with brands, branding and corporate identity and discusses the challenges for brands in the information marketplace, with specific reference to online branding. It explores the benefits and disadvantages of branding and outlines the stages in the process for the creation of a brand and corporate identity. Branding is concerned with positive reputation-building and visibility in the marketplace. It bridges marketing communications and product. For information organizations the challenges of online branding are particularly significant. The design of the brand name and visual identity and the selection of communication channels are important elements in this process. The simple definition of a brand belies the significance of the role of branding in consumer marketplaces. In the service sector personal communication channels are especially important. These falls into two groups: customer-to-customer communication channels and service agent-to-customer communication channels. Finally, the success of the brand creation needs to be monitored.
