Online Branding

Online branding is at an interesting point of development. Many organisations recognise the need for integrated marketing communications across offline and online channels. This makes it difficult to differentiate, both practically and theoretically, between online and offline branding. On the other hand, branding in online environments poses a sufficient range of challenges and opportunities that it is important to shine the spotlight on branding in digital environments, and to explore some of the potential impacts of online channels for branding strategy.