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Brand experience 

The frequency and depth of interactions 

with a brand can be enhanced through the Internet.

Brand identity 

The totality of brand associations 

including name and symbols that must be communicated.

Branding 

The process of creating and developing 

successful brands.

 Bricks-  and-  mortar or multichannel business 

 

A traditional organisation with limited online presence.

Broad and shallow navigation 

More choices, fewer 

clicks to reach required content.

Broadband connection 

Access to the Internet via 

phone lines using a digital data transfer mechanism.

Brochureware 

Brochureware describes a website 

in which a company has migrated its existing  paper- 

 based promotional literature on to the Internet without 

recognising the differences required by this medium.

Bundling 

Offering complementary services.

Burn rate 

The speed at which  dot-  coms spend investors’ 

money.