عنوان مقاله [English]
The role of brands, branding and technical ingredient of the Web site in the new economy that is characterized by digitalization and globalization is attracting considerable attention. The today companies are being integrated through every element of the business, including its Web site; this campaign therefore presents a useful opportunity to analyse the contribution of the Internet channel to brand building. This article explores the importance of brand messages through a Web site, taking one of the leading brands, Cultural Institutes, as a case study. In this article analysis is conducted on two levels: first, how the Web site elements are enlisted to reinforce brand messages, and further explore opportunities that the Internet offers for both e-service and brick service companies for building customer relationships and communities, and also assist marketing planners in the development of successful internet based branding strategies.