Cyberbranding: Brand Building in the Digital Economy

The Simple Cyberlessons Learned

There are simple cyberlessons for marketers to remember if they want their brands to reach optimum status. To use technology properly and enhance the brand’s ability to be found,

• Identify your audience as a part of the pre-Web site research (and keep in mind that this audience may expand beyond the scope of an offline audience).

• Make the Web site appropriate for the target audience. Trying to be global means taking into consideration various languages and cultural differences.

• Know that customer service is the experience that leaves a lasting impression. With the Web, it is automatically assumed that service is instantaneous and comparable to—if not better than—offline service.

• Be aware that it takes only one bad ...