Does brand matter in digital commerce?

Addresses the importance of brand in digital commerce.
  • People consider very few brands when shopping online so it is essential to build brand bias in conjunction with search excellence.
  • The four main drivers in digital purchase journeys are: fame, mental availability, recognition and perceptions of value.
  • ‘Distinctive brand assets’, including logo, colour and design, are very valuable in online spaces where the brand name may not always be visible.
  • Very strong brands must beware the ‘expectation gap’ as the power of their reputation may lead to post-purchase frustration.
  • This report is part of the WARC series ‘Rethinking brand for the rise of digital commerce’....

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