Companies creating their image on the Web are divided into two groups: e-business in the literal meaning and companies from other sectors. The brand creation process in the first case is very similar to the one undergone by all newly founded companies.

Of course, the Web is characterized by a certain specificity. The companies name is also its Internet address and the simpler, the shorter, the easier to remember and to key in it is, the better. It is perfect when it corresponds to the character of the company's activity, however the later you go on-line, the harder it is to find an interesting and available domain. On the other hand, a company has the comfort, that it can check whether a particular domain is still available before registering its name. Nevertheless a catchy name, which looks good as a website address, is not enough.

Due to fierce competition, it is more important to find a market niche and accurately adjust the offer to the consumers' needs. As proven by American research, when it comes to shopping through the Web, the price - against common belief - does not play a superior role in the internauts' decision process. The significance of the price on the market fluctuates around only 10%, whereas its role on the B2B market is even smaller. What matters, however, is the comprehensiveness of the offer and its adjustment to the consumer's needs. In relation to the abovementioned, a rather obvious conclusion can be drawn: before you introduce your new business to the Web you need to examine, examine, examine. Especially, as the Internet allows you to carry out consumer preferences research bearing relatively small costs.

The results are solely determined by the Web. Of course an Internet site is often promoted through other media, however, unless it stands out, offers something new and extraordinary, the internaut will visit it once and will not return. The consequence will be failure of a particular enterprise. In the other case, there are companies conducting traditional activity, which take a decision to create their own websites. Naturally, they try to register a domain corresponding to the subject's name. The problem arises when someone else has already done so, and what's worse, it is not a domain for sale, but another company's site (after all in different businesses there can be companies that operate with identical names). A company is not a new business and it will not change its name only because a particular domain is not available. It has to find a substitute solution and put much more effort into making the consumer remember its Internet address.

An Internet site is a traditional company's "business card". As a business card it needs to be in accordance with its owner's visual identity system (a presentation's convention cannot differ from what customers are used to and what is identified as "branded"). On the other hand, it needs to offer its clients something new, interesting and extraordinary adding new value to the existing and known brand. It needs to encourage internauts to return to it and to visit it frequently. While in the case of e-business the success of a website determines the existence of an enterprise, a "business card" can improve companies' images and win new customers, stay unnoticed, or undermine consumer's opinion on a particular company - however these are never matters of fundamental importance. The success of an Internet company's website will be affected by the market communication strategy it undertakes. A company working in a traditional environment puts far less emphasis on promoting its Internet site, and its popularity is mainly a reflection of a particular brand's popularity.

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