Online branding refers to the idea to deliver brand communication via the internet. According to Riyad, Yahya & Laila (2011), a brand is not just an identity or positioning massage but it is all about a promise of a certain level of product or services associated with the name of the company. Online marketing itself is a completely new phenomenon. Due to an availability of immense information, awareness, as well as expectations has been increased since the invent of the internet. Markers need to be proactive and actively communicate with their target market to sustain their brands in the market.

On one hand, it becomes easy for firms to reach large consumer base within seconds. Smith (2008) stated that the availability of internet provides an opportunity to create an online brand to increase their customer base globally. Online branding becomes important because, in online shopping, physical contact with the consumer is reduced and all massages regarding product features and qualities have been delivered through the internet.

But, on other hands, social media also empowered the consumer to share their review. End users now no more reliable on brand image, but they them self can go through detail information and can judge the product or service by their end. In this digital era, firms need to be very careful, one negative review can destroy brand image in very short period. It is important for companies to develop appropriate marketing messages via the logo, graphics, content and appropriate content.

Rowley (2004) presented his case study of McDonald’s online branding has some interesting findings. McDonald’s "I'm loving' it" campaign  commercial focused on the family and Ronald McDonald, seeks to reinforce the traditional brand values of McDonald's. The company is one of the successful food company and with the help of varies campaigns, it becomes one of the most successful fast food online brand. On the Australian web site, there is a Happy Meal Web site. The Happy Meal web site seeks to offer a "safe haven" where parents feel confident in the security of the content. Content was developed around the concept of "edutainment". This communication strategy helps McDonald’s to power their brand with an  immense positive response from their consumers.

In this digital era marketplace has been changing from the physical place to digital presence. Online branding not only empowered company image but it can also help firms to capture the biggest market share. With the help of social media, companies can able to get feedback on customer expectations and can change their marketing strategies which will help to increase satisfaction level. This direct communication platform also helps to develop customer relationship accepting customer review. Thus, online branding is not all about company name or identity but it leads long-term success by developing an emotional relation with customers. 

References:

Riyad, E., Yahya, A. S. & Laila, H. (2011). Factors affecting the success of online branding: An

empirical study. International Journal of Online Marketing, 1(4), pp 30-33. doi: 10.4018/ijom.2011100102

Rowley, J. (2004). Online branding: the case of McDonald’s. British Food Journal, 106(3), pp

228-237. doi: 10.1108/00070700410528808

Smith, J. (2008). Online: Where context is king. Retrieved from http://www.marketingweek.co.uk/

trends/online-where-context-is-king/2059194.article