For Customer Experience Professionals

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	April 3, 2007 How Well Do Sites Build Their Brands? Forrester Examines Results Of 107 Brand Image Reviews by Ron Rogowski with Harley Manning, Steven Geller	Average: 6  (1 rating)

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Executive Summary

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.

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