This paper first argues that the World Wide Web at its best, has been able only to imitate the resources and services of an exemplary research library. It then goes on to examine how academic research libraries can take advantage of their brand identity as market leaders in the information business. The basic concept of brands and branding strategies in the commercial sector is explained, followed by implications for the academic research library. Characteristics of strong brands are then described, focusing on three elements: quality, attitude, and image. Specific advantages of brand equity for research libraries are outlined and the importance of having an explicit brand plan for managing information products and services is illustrated. (AEF)