The whole idea behind web branding will find several differing viewpoints. For some experts the basis of web branding is a means of identifying your site by providing an image association. This is typically accomplished through a logo that is used liberally on your site as well as through all forms of advertising.
This viewpoint is valid, but may be better understood as impressions. This would be the number of occasions that a person is exposed to your brand.
There is a second understanding of branding that seems to be understood by those under twenty-five, but is less understood by those who stand to gain the most benefit from the process of branding. Web branding is essentially the emotional connection you can create between your product and the consumer.
Do you remember the Smuckers