Modern day marketing has greatly developed. Companies now use consumer driven approaches to promote their abilities to satisfy needs and wants of the modern consumer.
E-branding is one of the processes that let a company to promote their products and services over a broad and open platform, accessible to half the world. More than 4 billion people access the web all over the world.
Therefore branding CAN be described as a process of building a positive image for product or service what company provides to its consumers.
Moreover effective branding has the emotional element that creates product loyalty, for example Burger King- “Do it your way” or Nike “Just do it”.
According to Sterne (1999) “A brand is not a name. A brand is not a positioning statement. It is not a marketing message. It is a promise made by a company to its customers and supported by company”.