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9-30

Internet Brands

Interactivity enhances brand relationships and corporate reputation

Guidelines for a website used to reinforce an existing brand

Create a positive experience (ease of use, value, interactive, personalized, timely)

Reflect and support the brand

Synergy with other communication programs

Provide home for loyalists

Differentiate with strong sub-branded content

Source:  Aaker and Joachimsthaler, Brand Leadership, 2000, 242.

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