Brand strategy in developing e-commerce

Abstract

The article analyzes differences and similarities of branding conceptions, elements and strategy development stages in traditional and electronic commerce. The aim of this article is to offer the brand strategies of e-commerce model based on literature analysis and report its findings and recommendations of brand strategies online. It was found out that when applying brand strategy in electronic commerce it is necessary to include interactive brand elements, such as: assurance of reliability, safety and comfort, individualization, communication with users and creation of online communities. The proper combination of these elements assures reliability, safety and attractiveness in the minds of consumers, thereby reducing the virtual risk of inability to evaluate physical products prior buying them. Consistent action plan on how to apply brand strategy in electronic commerce is provided in the form of a strategy model.