Cyberbranding: Brand Building in the Digital Economy

Moving Beyond the Traditional Model

The advantage of the affiliate model is that it allows for multiple possibilities. There is much to offer both the merchants who initiate affiliate programs and the member affiliate sites that want to become involved in the program. Cyberbrands are just learning to move beyond the basics. As a result, the following scenario is all too familiar. When the owners of a click-and-mortar enter their advertising agency’s office for a strategy meeting, the affiliate program is thrown on the table for open discussion. The agency stands by the affiliate program, pointing out the success of the Amazon model for the following reasons: (1) it’s the industry standard, (2) it gives affiliate members anywhere from a 5% commission ...