The cost of establishing and sustaining an Internet brand is high by 
traditional standards, even for the lucky few that have broken into the world's 
most recognized brands

    RANK &                             1999
    BRAND          BRAND VALUE    MARKETING BUDGET   MARKETING AS A
    NAME          ($ MILLIONS)     ($ MILLIONS)       % OF REVENUE

ESTABLISHED BRANDERS

1 COCA-COLA         $83,845           $4,000              20.5%
2 MICROSOFT         $56,654           3,752*              16.7
3 IBM               $43,781           1,000               1.1


INTERNET BRANDERS

35 AMERICA ONLINE   $4,329             807*               16.9
53 YAHOO!           $1,761             206*               35.9
57 AMAZON.COM       $1,361             402*               25.9

* Sales and Marketing

DATA: INTERBRAND GROUP, ANALYSTS' ESTIMATES