From the literature review, it is pointed out that the uniqueness of the Internet media resides in the fact that it could create an interactive experiential environment, leading to the differences between e-brands and traditional ones in their presences, performances and personalities.  The uniqueness of the Internet media and e-brands determines that virtual experience is the vital way to establishing e-brands, namely, providing different consumers with different virtual experiences to show different attributes of the e-brand, and producing different ebrand effects ultimately.