The branding of a company is important as it builds long-term trust and recognition; people need to believe in a company before they make a purchase.

The Internet can be used to build brand awareness and to pass on information about products and services.It can also allow the company to communicate with visitors and inform them of its goals, ethos and standpoint on different issues.

Companies which have successfully built on-line brands include Google, eBay, Amazon and Yahoo and they are now easily as recognisable as off-line branding giants like Coca-cola and Nike.