Brands on the Internet

This chapter considers how branding principles can be used to help grow brands marketed on the Internet. It opens by considering the new mindset that managers need when developing Internet-based brand strategies. It argues that the brand concept is the same as that in any other medium, however the enactment is different. A framework is presented to appreciate the elements of the brand’s on-line experience. The opportunity to develop more powerful brands through building genuine relationships, tailoring and greater interactivity are reviewed. Some of the Internet challenges, and approaches to circumvent these, are explored in particular the shift of power, comparison shopping, pricing and service. The chapter finishes by considering the need for more loosely controlled brands on the Internet.