Branding.com

Brad Van Auken

This paper describes BrandForward's Cyberbranding 2000 Study - a survey of over 1500 intenet users about how to build brands online and the differences between on and offline brand buidling.

Branding.com

Building and leveraging brands online

Brad Van Auken, BrandForward, Inc

BrandForward recently released its Cyberbranding 2000 Study TM. We designed the study to address the questions marketing executives most often ask about brands and the Internet: How does brand building on the Internet differ from brand building in the ‘brick & mortar’ world? What are the opportunities and vulnerabilities existing for these two types of brands conducting commerce in cyberspace? How do people shop online and what is the role of brand in that process? How can companies best build and leverage brands online?

These and many other...

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