DISTINCTIVENESS OF INTERNET-BRANDING

The article reveals the essence of the brand in the Internet environment. The opinions of domestic and foreign scientists on the concept of «brand», «branding», «internet branding» are researched and analyzed. The main purposes and characteristics of the brand are determined. The distinctiveness (feature) of Internet branding and brand tools on the Internet are revealed. The systematization of Internet brand properties has been improved to increase the efficiency of product promotion on the market. It is proposed to consider additional features of the Internet brand, such as information openness, transparency, adequacy of expectations, speed, convenience and flexibility.