E-brand building based on consumers´ cognitive processes

The uniqueness of the network determines that e-brand is different from traditional brand in presence, performance, personality. The uniqueness of internet media and e-brand lead to the complexity of e-brand building. Based on previous studies on e-brand, the effective ways to build e-brand needs to consider consumers´ cognitive processes firstly. According to the different stages of cognition, we can draw a conclusion: e-brand building includes website design, e-brand image and virtual experiences, which forms ultimately the different e-brand effects.