Abstract
<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-size: 10pt; mso-bidi-font-style: italic; mso-bidi-font-size: 12.0pt;"><span style="font-family: Times New Roman;">In this paper we compare and contrast the branding strategies of traditional and on-line companies. To illustrate the similarities and differences between the two, we examine four well-established traditional brands and four successful on-line brands.<span style="mso-spacerun: yes;">&nbsp; </span>We then offer recommendations for successful branding in the ever-evolving business and technological environment of the future.</span></span></p>
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