Branding in an e-com world

It has been said that the emergence and growth of the Internet and electronic commerce will lead to the death of brands, branding and their power. Such arguments confuse branding with mass marketing. The digital age and electronic commerce have spawned a dizzying number of new companies which are building awareness by investing astronomical amounts in conventional broadcast and print media. To differentiate themselves from each other and traditional brick-and-mortart rivals, these companies must focus on brand building.