Electronic Commerce

Please respond to the following:

• The key elements of a brand are differentiation, relevance, and perceived value. Using the company from the e-Activity and these key elements, analyze the company’s brand effectiveness. When you discuss this question be sure to address differentiation, relevance, and perceived value specifically.

• Identify the company’s brand strategy in e-Commerce. Suggest the use of a different brand strategy in order for the company to maintain a stronger brand. In other words, per the text, what specific strategy do you feel the company is using to separate itself from similar companies? What other strategy could you offer this company and why do you feel this strategy would be a good move for them?