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Physical absence from the market and lack of consumer exposure is a serious marketing challenge for cyber brands. Whereas extension brands have the advantage previous customer experience and brand image which makes them more competitive. However few cyber brands such as Amazon, Expedia and CDNow have captured a significant market share posing a threat to existing players. Internet shoppers expect much more than lower prices. Cyber brands should focus on building brand awareness and develop a trust-based relationship. Extension brands should take advantage of their brand image and use cross promotional strategies such as giving coupons which can be redeemed online or advertise in store campaigns on their website (Saasksjarvi & Saimee, 2007)...
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