Brand portals are a specialised Web-based marketing approach that offer site visitors more than just flat product information.
They make the most of the principal difference between the Internet and other media before it, including print, radio, and television--interactivity.
Like other kinds of portals, including information portals such as Yahoo!, brand portals offer visitors services that require user participation, including news, games, puzzles, message boards, live chat, email, surveys, e-commerce, video, and personalised pages. Adding any of these elements to your company's brand site could step up the site's popularity--and you don't even have to do it yourself.
All of this is done with one goal in mind: to enhance a product's image.
More and more companies, with differing product lines and budgets, are turning to this format to increase their presence online. We take a look at some of the most-well known brands in Australia and examine their Web strategies.
Inside this story
Portal power in the branding game
Big Kev gets excited about branding
Who's Goin' for it? Part 1
Who's Goin' for it? Part 2
Carlton Cold: Feel the Brand
StarWars: May the Brand be with you
