Executive Summary (This is a document excerpt)

Building brand is a top business goal for site decision-makers and a top consideration when deciding what content and features to improve. But how good is the Web brand experience offered by major sites today? To find out, we graded 16 B2C sites on how well they communicate Brand Image and deliver value to consumers (Brand Action). Just two sites manage to differentiate their brands in both these dimensions: Dell and Wendy's. To create the online experience their brands deserve, companies should craft "brand personas" to guide their image-oriented design efforts and measure support for both Brand Image and Brand Action.

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