Intangible products that are particularly appropriate for Internet branding include banking, insurance and stock brokerages. For fashionable products, the Internet tends to be a medium. For other products, a business. Clothing is fashionable, whereas computers largely are not, and the online strategy for each reflects this difference. If so, the Internet tends to be a business.
Books are a good example.
If so, the Internet tends to be a business. Priceline and eBay are good examples. If so, the Internet tends to be a medium. Groceries are a good example. It's unlikely that online grocery services such as Peapod will be able to build a brand on the Internet.