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E-commerce companies struggle with branding

E-commerce, the conventional wisdom goes, is all about branding. Get consumers to know your company's name, and the money will pile up. But, as shown by a recent survey of consumer habits by Harris Interactive, it isn't always that easy.

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E-commerce, the conventional wisdom goes, is all about branding. Get consumers to know your company's name, and the money will pile up. But, as shown by a recent survey of consumer habits by Harris Interactive, it isn't quite that easy.

"Brand building is in its nascent stages. There's a long way to go before anybody feels successful in this area."

- eBay spokesman Kevin Pursglove

 


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