Brand Equity is not only important in traditional marketing strategies but has a significant role to play in the online marketplace Results of an experimental study on the airline industry show the continued salience of brand name. Purchasing airline tickets online was found to be associated with greater value for money. The research also showed that consumers associate discounting with purchasing airline tickets online and do not find offline discounting to be as creditable. In fact they were found to be less inclined to purchase cheaper tickets offline than more expensive tickets online. Thus companies need carefully consider discounting when they have both online and offline channels of distribution.