Establishing a Strong Brand Identity Through a Website: The Case of Greek Food SMEs

Abstract

Recent research on establishing a strong brand identity through web sites focus on the contributions that web site can make in three main areas: providing all the information for proving the unique and differentiated brand advantages, providing an e-commerce capability and a customized unique approach and encouraging interactive relationships between companies and their customers. Taking into account the existing literature this study attempts to identify the online strategies and the web sites features used by the Greek food exporting SMEs in order to establish a strong brand identity in the global market.