Branding is becoming important in Internet-based businesses because online consumers prefer to buy from well-known and reputable e-companies. Companies such as Amazon.com and Schwab are widely known, recognized, and trusted by online consumers. Many consumers avoid purchasing online because of trust and privacy issues (Ipsos Reid, 2002). Gaining people’s trust is a major challenge for Internet companies as many online visitors are reluctant to provide credit card information because they do not trust the visiting site. Traditional retailers with established names usually have an advantage over certain Internet-only companies because they have been known for years and enjoy a higher degree of trust by consumers. The reputation and image of the website may have an impact on the offline business.