Trust in the Web World

Old line brands may seem geriatric compared to the latest round of dotcoms, but they win the reputation war online, according to the "Cyberbranding 2000 Study" conducted by the
Kansas City-based consultancy BrandForward, Inc. The firm, whose clients include Xerox, Hallmark, Kaiser Permanente and the Nature Conservancy, surveyed nearly 1,500 Internet
users to gauge the performance of "brick and mortar" brands vs. pure Internet-born brands in terms of awareness, accessibility, quality, value, emotional connection, personality,
vitality and loyalty. Survey results indicated that while cyberbrands are perceived to be more "innovative/leading edge," and less "old fashioned" and "boring," they are also
viewed as less "friendly, dependable and trustworthy."