Branding on the Internet — Moving from a communications to a relationship approach to branding

This paper focuses on the impact that the Internet has had on our beliefs about branding. It argues that the basic principles of branding have changed very little as a result of this new technology and channel. However, it has highlighted a shift in emphasis from the belief that ‘branding is all about communications’ to the belief that real branding is about creating relationships with customers (and also with employees) that they value, and is therefore more than just about communications. The Internet offers us the opportunity to create a genuine two-way dialogue, not only with customers but also with employees, and in the process to be able to live up to the brand's promise.