Internet brand building is any activity by online marketers designed to creating in the minds of Internet users who are potential customers the perception that a product or service is distinctly different from its competition and unique in its performance.

Internet brand building is not limited to products that are delivered digitally online.

Internet brand building aims to define the image of a business, product or service online, rather than to directly sell a product or service to Internet users.

The focus of Internet brand building is the long-term benefits of brand awareness and brand value in the minds of online customers.