Brand websites
Brand websites
are sites with specific brand-related information and/or services. A brand
site can be used to communicate with the target groups and also as a platform that enables
interaction with, or between, customers or the collection of individual customer data, for
instance by letting them subscribe to receive e-newsletters. Coca-Cola encourages site visitors
to register and leave their personal data in exchange for ‘goodies’ like games, downloads
(screen savers) etc. On the one hand, evidence has been found for the brand attitude-forming
capabilities of a brand website that delivers information and applications that reinforce the
positioning of the brand.