These slogans do not describe the company or suggest a value proposition. They are simply phrases that these companies have selected as a key component to their advertising and branding strategy. The e-Brand Personality refers to the personality that the company is trying to convey. Companies should make this decision consciously, rather than simply allowing a Webmaster to make this decision. Some companies will create a fictitious character to represent their company.
Some companies hire a spokesperson to represent their company.
For example, Priceline uses William Shatner as their spokesperson. The values and personality of the real world spokesperson or the fictitious character will then naturally be associated with that company. This is an especially good fit because the fictitious character graphically represents the domain name itself. Brand alliances refers to an alliance with another company, organization or institution whereby you arrange to have your alliance partner's logo or brand visible on your Web site. When a brand alliance is created with another company that has a stronger brand than yours, it can have a positive influence on your own brand image.