Interactive Marketing

, Volume 5, Issue 3, pp 238–251

Taking the brand promise online: Challenges and opportunities

  • Leslie de Chernatony
  • George Christodoulides

DOI: 10.1057/

Cite this article as:
Chernatony, L. & Christodoulides, G. J Direct Data Digit Mark Pract (2004) 5: 238. doi:10.1057/


Starting from the fact that a ‘brand’ is a universal concept regardless of environment, but its enactment changes according to environment, this paper provides pointers about brand building on the internet. It presents a three-level model of a brand to help organisations characterise their brands' promises. By expanding this model it then considers how a brand's promise can be enacted on the internet in order to assess the coherence of the brand. Through considering how some organisations have taken advantage of the internet, it highlights three factors critical for success. Ten key action points for marketers are presented.


brandsinternetpromise enactmentsuccess factors

Copyright information

© Palgrave Macmillan 2004

Authors and Affiliations

  • Leslie de Chernatony
    • 1
  • George Christodoulides
  1. 1.Birmingham Business School, University of Birmingham, WinterbourneBirminghamUK