New branding methods for a new medium Brand building in conventional customer delivery channels is a well-known and extensively researched discipline. It was assumed that these traditional principles could be easily extended into virtual product delivery systems thereby extending brand strength in the virtual setting. However, research is now showing that well established, high profile brands from traditional channels can and do fail in screen-based delivery systems, even if the brand building process models from the traditional channels are rigorously applied to the online delivery system. The reasons for such failures are beginning to be understood. Research is showing that creating an effective online brand is far more complex than the application of line-extension methods. What is needed is a new brand development process model that is based on the concept of "interactive" brand development and related cognitive models. Brand building on the web is an entirely different experience.