To understand the influence of the online environment on the various roles of brands, it is necessary to understand the differences between online and traditional communication; in this regard, this paper seeks to examine the distinctiveness of the factors influencing online brand equity. This study divided the concept of interactivity—which has been consistently cited as an important variable affecting performance in past internet marketing and advertising research—into the dimensions of speed, two-way communication, and customer customization. Additionally, content excellence and site vividness were categorized collectively as content characteristics, and the study sought to demonstrate that positive perceptions of these factors have a positive influence on the perceived quality and brand experience of online brands, and furthermore serve as important variables in building online brand equity. In particular, consumer perceptions of content excellence and customer customization were found to be significant factors influencing perceived quality and brand experience, and to have a positive impact on brand loyalty and brand equity.