Brand Building on the Internet

Brand Building on the Internet


Web sites for packaged foods and drinks make unlikely candidates for popular online destinations, since consumers cannot buy anything on the site and may not need much guidance on how to pour Planters Peanuts into their mouths or Ragu sauce onto their pasta.


But consumer packaged foods companies are drawing many more customers to their Web sites than in the past. And analysts say the sites are keeping those visitors in place long enough to etch their logos in the consumers' consciousness, to 'brand' them, in packaged foods parlance. Certainly, the image of Mr. Peanut in a barbecue apron, using a Weber grill, makes at least a partial impression (www.candystand.com/planters/grill")