In his book Brand Leadership, David Aaker, a business school professor, defines a brand as an emotional promise of a product or a company, and the intangible associations evoked from experiences with that company or product. The book gives an understanding on how marketing professionals develop brands and communications.
For example, a web site becomes an effective brand-building tool by delivering a positive site experience. There are several characteristics that make a web site effective.
First, it must be easy to use. Do not confuse or frustrate visitors. Meet the visitor's expectations with respect by presenting information and activities that give the person a reason to visit.
Exploit the unique characteristics of the web by striving to involve interactivity, personalization, and timeliness. There should be synergy when developing the web site along with other compoany communication methods. Coordinate all brand messages.
Finally, differentiate the web site by providing something others cannot duplicate. Link the experience with the brand, the one thing that cannot be copied.
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