What is the online brand and how to create one

What is a brand? The word is ubiquitous in the Net Economy. Catchphrases such as “brand strategy,” “brand identity,” and “brand equity” can be heard in every boardroom and dot-com incubator from Madison Avenue to Menlo Park. Everyone is intent on building brand. But what exactly is it?

“If a product is something that is produced to function and exist in reality,” says Philip Durbrow of Frankfurt Balkind, an international design firm based in San Francisco, “then a brand has meaning beyond functionality and exists in people’s minds.” Part art, part science, brand is the difference between a bottle of soda and a bottle of Coke, the intangible yet visceral impact of a person’s subjective experience with the product – the personal memories and cultural associations that orbit around it.…