Cyberbranding: Brand Building in the Digital Economy

The Differentiating Factors of the Cyberbrand

The mixture of the brand and the technology that communicates its message is a powerful combination. And with each combination there’s a differentiating factor. Back in the days of just print and broadcast media, these channels also had positive brand factors including the print media’s instant credibility as a reliable source of information and the broadcast media’s opening up consumers’ ears and eyes to a new world of audio and visual entertainment. With each factor was the opportunity for the brand to be more persuasive to evoke consumer action. The Internet and the cyberbrand entice consumer action with several differentiating factors. The Internet is the only place where a consumer can interact ...