Branding is a promotion of some trade mark (brand), it's target is to increase its recognition in a consumer's environment.
Clear market positioning of the trade mark and its differentiation into the market are main principles of the branding.
It's proved by time and practice, the success of the brand is provided with selection of a clear consumers segment towards whom the product or the service is oriented.
To the small companies the Internet provides excellent opportunities for formation of image with very modest costs; the Internet is interesting for the representatives of big business as a flexible and dynamic distribution channel particularly valuable to multichannel systems of sales.