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           •   Branding on the Internet is 
               more than characteristics 
               and attributes. 
               It’s all about hands-on 
               experience and interaction 
               with brands, something 
               that was not always 
               available pre-Internet.
               (2001:41) 
              Definition of cyberbranding
     •  Cyberbranding is an opportunity 
        to create awareness of a brand 
        online, develop name and logo 
        recognition,         communicate  a 
        brand message, drive traffic to 
        a Web site, establish an identity 
        with  primary  and  secondary 
        audiences,  build  a  customer 
        base online, increase sales over 
        the  Internet,  and  create  a 
        reputation so that as much as a 
        mention  of  the  brand  elicits  a 
        feeling        of      a      pleasurable 
        experience.
     •  (2001:72) 
                               mBranding
           •  ‘‘mBranding’’—using 
              the mobile medium to 
              create differentiation, 
              generate sales, and 
              build customer loyalty 
              as never before 
              possible.
            (Mathieson, 2005:22)
         five key advantages over virtually
             every other medium today 
     (Mathieson, 2005:22)