The mere presence of a corporate website on the Internet is no longer enough to survive in today’s competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking. How to use interactive marketing as an essential adjunct to your traditional strategies. How to integrate your core offerings through all mediums. Branding on the Internet features reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, LEGO, Yellow Pages, M&Ms, FedEX, Kodak, Volkswagen, and Visa.