The Effect of Web Design on Brand Building According to the Brand Identity Model.

Abstract

In this paper the researcher would like to see how a well developed and designed website can be integrated into the brand identity model. As a marketing manager and brand manager, I often feel there is a huge gap in cooperation between web design and web development on one hand, and brand and marketing management on the other, when it comes to building a successful website. The purpose of the research is to identify the effects of the lack of effective communication between marketing and brand managers, and web developers, web designers and other key role players, and determine how this influences brand building.