In this paper the researcher would like to see how a well developed and
designed website can be integrated into the brand identity model.
As a marketing manager and brand manager, I often feel there is a huge gap in
cooperation between web design and web development on one hand, and brand
and marketing management on the other, when it comes to building a successful
website. The purpose of the research is to identify the effects of the lack of
effective communication between marketing and brand managers, and web
developers, web designers and other key role players, and determine how this
influences brand building.