Trends Report

How Well Do Sites Build Their Brands?

Forrester Examines Results Of 107 Brand Image Reviews

April 3rd, 2007
Ron Rogowski, VP, Executive Partner
Ron Rogowski VP, Executive Partner
With contributors:
Harley Manning , Steven Geller

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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