Now web sites are used not only for promotions but for actual sales as well. Companies are giving lot more emphasis on Online Retailing.
Branding itself is an investment in letting the people 'know' about the company. A brand is the promise that a company makes to customers combined with the customers' judgment about how well the company can deliver on that promise.2 Business becomes easier when you have a recognisable brand. With a strong brand, the company doesn't have to sell nearly as long or as hard. For example Reebok itself is a renowned brand associated with sports accessories. Mention the name 'Reebok; and millions of people throughout the world have an immediate perception and expectation of what the company stands for.
For an International branding name, company's personality requires to be easily identifiable at every customer touch point, from word of mouth to final sale. It is therefore to be made sure that every bit and byte of packaging, presentations, communications, and marketing speaks with a brand-consistent look and voice. Think of Boeing and what comes to mind is the huge aircrafts. Think of Intel and the association is synonymous with microprocessors. In fact, what these brands have done is to become generic in the minds of customers. This involves not just selling products or services but positive buying experiences. A collaborative effort is a must enroute to building a brand. Advertising campaigns duly supported by PR exercises and philanthropic generosity makes a roadmap for branding. For this very reason Reebok relies on sponsoring sporting events, investing in famous sportspersons as brand-ambassadors and helping the environmentalist campaigns, human rights activities etc. The REEBOK HUMAN RIGHTS AWARD gives recognition and financial support to young activists who have made significant contributions to human rights through non-violent means.3 The mission statement of RHR foundation states, "The Reebok Human Rights Foundation seeks to promote and protect human rights through grantmaking that is motivated by the principles outlined in the United Nations Universal Declaration of Human Rights. The Foundation supports initiatives that generate awareness and motivate advocacy, particularly among young people, to defend human rights."4 It is an established fact that sporting equipment are not made at one single factory, but this job is outsourced to different unnamed units worldwide and thereafter the brand name 'Reebok' is put on the finished product. Reebok therefore takes pride in describing their business practices by stating, "Our commitment to human rights extends to the thousands of workers worldwide who make our products. We know that to be proud of the products we put our name on, we cannot be indifferent to the conditions in which they are made."