E-News Brand
Brand is the heart of the marketing and business strategy (Mascarenhas, Kesavan, & Bernacchi, 2006). Kotler (2006) defines a brand is a name, shape, signal, symbol, or design or a combination of them that identify and differentiate our products with competitors. Brand is a name that has the power to influence the market (Kapferer, 2008). In their study, de Chernatony and Riley (1998) concluded that there are 12 categories to define the brand. The brand as: (1) a legal instrument, (2) logo, (3) company, (4) shorthand, (5) risk reducer; (6) identity system; (7) image in consumers' minds, (8) value system; (9) personality; (10) relationship; (11) adding value, and (12) evolving entity.
E-brand or brand online is often referred to arise from the development of communications and information technology (Morgan-Thomas & Veloutsou, 2013). Many companies try to follow the digital age, so they do branding via online media. We call online newspaper as e-news brand. We define e-news brand as a name in the form of an online newspaper that provides a variety of information and news openly.