Know-How Exchange : Branding

Asking instead of telling for a change :-). I am an experienced marketeer at VP Level who has branded using the web and traditional media in integrated campaigns for larger B2B technology business. I have been asked to create a branding campaign for a major electrical/electronics/ICT MNC in the UK. I know how to do it, understand on line marketing, integrated marketing, targeting and context, and how to select and brief the right expertise - but not how one would create an exclusively online branding campaign??? (nb: The parent is in Germany, this is the UK sub). I suspect the client wrote the wrong spec but need to get in the door to find out. I need the right jargon. QUESTION: What is the trendy acronym for the usual branding basics done electronically please, I can talk SEO, targeting and matching contextual placements, Splash pages and response mechanisms,Viral Marketing and permission marketing using CRM as examples I understand and have employed already. What else???? All welcome, particularly analytical and measurable approaches :-)