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For B2C Marketing Professionals

Favorite Online Brands Succeed On Traditional Brand Values

How Marketers Can Position Their Brands With Online-Friendly Attributes

November 16, 2009


  • By David Card
  • with Kim Le Quoc,
  • David M. Cooperstein,
  • Jean-Yves Lugo

Why Read This Report

Google remains consumers' favorite online brand, with Yahoo! and Amazon not far behind. In the minds of their fans, the top online brands exhibit very traditional attributes such as trustworthiness, helpfulness, and relevance, all at the expense of more-predictable tech-friendly characteristics such as innovation and speed. Direct-to-consumer brands in categories including media, retail, financial services, and travel — and consumer electronics, given its technology angle — should position themselves against competitors' weaknesses and deliver their brand messages through site experiences that complement offline marketing.

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Table of Contents

  • Consumer Analysis Guides Marketers On Online Brand Appeal
  • Consumers Say Google Is Their Favorite Online Brand

  • Consumer Brands Online Must Jockey For Position

  • Use Forrester Tools To Position Your Brand For Online Fluency
  • Supplemental Material
  • Related Research Documents