Jim Sterne, who is always a great read, has an article on Boxes and Arrows called “Customer Experience Meets Online Marketing at Brand Central Station.”
The only weak thing about the article is the title. Jim starts out discussing branding in general:
“A brand is the culmination of all of the interactions that all the people in a marketplace have with the firm.
He then goes on to talk in more detail about how this plays out online and what measurements you can use to judge your effective you are at reaching those overarching branding goals.