What is an Internet brand?

Internet brand in a broad sense means: a company, individual or organization on the network to establish all the good products or services in people's minds to establish the image is the network brand . Internet brand has two meanings: one is the brand established through the means of the Internet, and the other is the influence of the Internet on the established brand offline. Both of the brand building and promotion of different ways and focus, but the goal is the same, are for the overall image of the enterprise to create and enhance.

The network brand established on the basis of the Internet is in its infancy, tender and immature, but its significance has not only revolutionized the traditional marketing model, but also put forward a series of new issues for brand management and brand asset management.

In the 1990s, China's marketing ushered in the era of online branding. Media fragmentation mercilessly ended the glorious era of TV advertisements, and corresponding to this era was the birth of online branding, i.e., the launch of online portals based on Internet technology. Although China's online portals are just starting out, and are far from having a long history, high visibility and a wide range of loyal customers like traditional brands, they are a milestone in the process of brand marketing in China.

Brands are extremely efficient promotional tools, and brand images have great economic value. According to the U.S. Network Dialogue as well as the International Trademark Association's survey, in the network use, 1/3 of the users will change their impression of the original brand image because of the brand image on the network, 50% of the online shoppers will be affected by the network brand, and then also buy the brand's products after the offline, the network of poor brand companies, the loss of annual sales volume is 22% on average. This shows that the brand is a guaranteed form of intangible value, in the online shopping brand is even more important, the secret of the success of the site lies in the creation of a resounding online brand.

The network brand contains three levels:

1. The network brand should have a certain form of expression

The reason why a brand is recognized, first of all, there should be a form of expression, that is, it can show that the brand really exists, that is, the network brand has a cognizable, online presence of the form of expression, such as domain name, website (website name and website content), e-mail, online real estate. ), e-mail address, network real name/generic address, etc..

2. The network brand needs a certain means of information transfer

The existence of the network brand alone cannot be recognized by users, but also through certain means and ways to transfer network brand information to users, in order to be understood and accepted by users. The main methods of network marketing such as search engine marketing, license Email marketing, network advertising, etc. have the role of network brand information transfer. Therefore, the network marketing methods and effects have an intrinsic link between, for example, in the promotion of the website at the same time also achieved the purpose of brand promotion, only in-depth study of the laws, in order to obtain the same marketing resources under the conditions of the maximization of integrated marketing results.

3. Transformation of the value of the network brand