Cyberbranding: Brand Building in the Digital Economy

Another Speedy Brand—Amazon.com

Amazon.com (www.amazon.com) opened its “virtual doors” in 1995 and from that point forward has developed its brand through the company’s mission: to use the Internet to transform book buying into the fastest, easiest, and most enjoyable shopping experience possible.^[5] Moving from books and toys to music and videos, Amazon continues to maintain its branding promise simultaneously with the growth of its customer base, product offerings, and product categories. Amazon branding strategies include personalization with every service offered to its customers (with a friendly greeting by name and knowing the user’s preferences). Branding also extends to an Amazon family of Web sites including The Internet Movie Database ...