Branding process of e-commerce companies: amazon.com and yemeksepeti.com

Since the last years of 20. century, in all of the world, at international and national wide, attempts to turn into information society increasing continuously. Developments at information technologies, which is the most important factor of entering the process of information society, reveal a new concept named ?E-commerce?. In recent years, e-commerce spreads rapidly.Many entrepreneurs realizing opportunities on internet start e-commerce companies. New virtual companies start operations day by day. Increasing numbers of e-commerce companies leads to intense competition, so those companies operating on internet need to branding. Like companies operating in physical environment, e-commerce companies also focus on branding process and mind brand management. Taking notice of different structure of virtual environment from physical environment, e-commerce companies start focusing on distinct points of branding process.In the first chapter of this study, new economy and internet, which are the important factors of process of entering the information society, are explained and the subject of e-commerce is stated in detail. In the second chapter, under the title of branding, branding process on internet is focused, branding process of e-commerce companies is explained and the concept of brand management is stated. In the last chapter, it is given an example from world and from Turkey to e-commerce companies which are important brands. Amazon.com from world and Yemeksepeti.com from Turkey is studied.Key words: Virtual Companies, E-commerce, Brand, Branding, Online Branding, Brand Management, Brand Value.