E-branding: Context in Bangladesh

Abstract

Although commercial internet has been around for over a decade, and a vast amount of practitioner and scholarly literature on internet marketing activities of firms has accumulated, relatively little empirical work has been undertaken on the branding strategies of internet companies. From a global branding perspective the international aspects of such e-branding activities have received even less systematic research attention. This study covers the e-branding context in Bangladesh through some statistical evaluation. In our country though the infrastructure of the ICT is not very well, but the growing information technology provides the organization to enroll e-branding in order to survive in the market The analyses provide that e-branding is cost effective in our country and it is recommended that the ICT infrastructure should be expanded to get actual benefit from e-branding.

Key words: e-branding, branding, digital branding