Brand is an untapped weapon in e-commerce

They highlight the importance of branding in the online environment, which can provide retailers with a competitive advantage and customer loyalty. A well-defined and communicated brand can help e-shops in many ways, including influencing customer decisions or sensitivity to price changes. The results of the study show that half of Czech and Slovakian e-shops try to work with their brand in some way, but in most cases their efforts end with a name and logo. More than three quarters (78 per cent) of respondents said that their e-shop has a defined brand. The vast majority (96 per cent) have a logo and name, and 71 per cent have a visual identity. A combination of logo, name and visual identity (i.e. the visible parts of the brand) is used by 44 per cent of respondents. Far fewer e-tailers have defined the 'invisible' - 40 per cent have anchored values and 39 per cent have a mission and vision. Positioning has been defined by the fewest e-shops (14 per cent).

The full results of the study are available here.