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    How to successfully build and manage a sustainable online branding?
    (İstanbul Ticaret Üniversitesi, 2022) Beqiri, Xhevat; Develi, Evrim İldem
    Online branding is a marketing strategy that makes use of the internet to position a company's brand in the marketplace. This is both an opportunity and a challenge, as the majority of internet business start- ups fail. The following study aims to develop a roadmap to successful online branding. Success does not happen by accident. Therefore, semi structured interviews were conducted with key personnel of Rabbit Air, one of the most rapidly expanding businesses in the United States. The research findings show that building a successful online business requires developing a strong brand identity and then supporting it with excellent customer service and a pleasant customer experience. Overall, we conclude that a brand needs to make an impact on customers’ lives and remove any unnecessary friction during their customer experience.