Executive Summary (This is a document excerpt)

Forrester has completed 107 Brand Image Reviews since June 2005. The data shows that, on average, firms fail to support the emotional and experiential aspects of their brands online. Layouts that don't reflect offline styles and function that does not align with brand attributes top the list of site shortcomings. To provide customers with the right brand experience, site owners need to be explicit about the key brand attributes the Web site must support, make sure that creative excesses don't tank usability, and conduct regular Brand Image Reviews to detect problems.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.