Virtual Brand Perception: The Need for Strong Shapes

Gaston van der Laar and Lianne van der Berg Weitzel

Discusses how brands are visually perceived on the Internet - packs, colours, logos, names etc. - and how this differs from the shopper's experience in a real store.

Virtual Brand Perception: The Need For Strong Shapes

Lianne van den BergWeitzel andGaston van de Laar Claessens Product Consultants

Leaving aside any discussion about the extent to which people will use the internet, it is a fact that the possibilities are expanding. One secondary development is the increasing use of the net as a shopping medium. This varies from the purchase of holidays and computers to more simple things, such as groceries. Given this, it is important to realise that brand communication is quite different in the virtual supermarket, and that the situation is complicated by the...

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