Dayal et al. (2000) suggested that on the world wide web, the brand is the experience, and the experience is the brand. To shape successful brands online, organisations should consider how their online value proposition could build on brand promises. Critically discuss FIVE (5) possible brand promises in the online settings and illustrate your points by using brand(s) of your choice.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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Dayal et al. (2000) suggested that on the world wide web, the brand is the experience, and the experience is the brand. To shape successful brands online, organisations should consider how their online value proposition could build on brand promises. Critically discuss FIVE (5) possible brand promises in the online settings and illustrate your points by using brand(s) of your choice.
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