The Components of the Cyberbrand

Take a name, a logo, a company, a promise, and a full set of values and expectations and mix them all together. What do you get? The traditional meaning of a brand. If you take the same mixture of elements and put them on the Internet, does this make a cyberbrand? Just moving the brand online does not make up the all of the components of the cyberbrand. The Internet allows the brand to move into a new realm and affords consumers the opportunity to experience the brand on an interactive level. It’s the “cyber” part that provides hands-on experience and immediate involvement with the brand prior to the purchase of a product or service. Every interaction with the brand has the potential for an immediate reward. ...

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