A good Web brand will help customers remember you so they will turn to your site first when they're looking for whatever it is you offer. A perfect example is Yahoo. A virtually meaningless word, it now stands for one of the most useful Web directories. But if brand is what brings customers to your site, it's not what makes them buy your products or services. On the Web, all you need is some time in front of your personal computer.
Consumer concerns What consumers care about is price, selection, convenience, and quality.
With few exceptions, they're not buying your brand for its own sake. For instance, I recently was looking for a CD by jazz artists Charlie Haden and Pat Metheny that I'd heard on the radio. I went first to CDnow, because I've used the site in the past. Now, I'll state for the record that CDnow has done everything right in terms of securing my loyalty and building my awareness of its brand. I've purchased CDs from CDnow in the past, and they were delivered promptly and with no problems.