The establishment of network brand in networked society should be more valued by enterprises

In the electronic commerce, the network brand strategy still is establishes the enterprise image, enhances the enterprise and even the commodity popularity means, if the enterprise can carry out the brand strategy effectively, will promote the enterprise network marketing work vigorously, creates the considerable economic efficiency for the enterprise. This article combines some successful cases at home and abroad to talk about the personal views on this issue.

Network brand refers to the business name of the commodity in the network marketing business, which is different from the product name. For example, "antivirus software" is the name of the product, and "kv3000 anti-virus software" is the commercial name of the commodity. The brand of the commodity should include the commercial name, symbol and other identifiable information of the commodity. When the company registered the brand in the National patent Office, it became a trademark, which was protected by the national law and not allowed to be copied and infringed by other enterprises and individuals. Creating network brand is the most important marketing strategy under the condition of e-commerce, and also an important means of enterprise's survival.

The role of creating a network brand

(1) To facilitate consumers in the vast network of information to quickly identify and purchase the enterprise's products.

(2) to help maintain the quality of enterprise goods, affordable prices in the eyes of consumers in a good image.

(3) It is helpful to publicize enterprises ' commodities, safeguard their legitimate rights and interests, and protect the legitimate competition of enterprises.

Website and web branding plan

(1) Understand the brand positioning. Brand positioning can be high, medium and low three grades, when we build a brand for the brand vision planning, as a brand company must convey a special characteristics, benefits, services and experience commitment. This is a contract with the customer about the value and satisfaction of the product and service, the contract of the brand, the contract to guarantee the high price of the brand-name products. Nike, for example, offers "high-performance" shoes and athletic activity. It is by no means cheap. This is the high-grade brand. Such brands must be at a higher level to encourage customers to consume the passion, such as Alibaba, Taobao and so on.

(2) Choose the name of the brand. A good brand name can greatly improve the visibility of the brand, of course, to find a good name is not easy, we must look at products and their interests, the target is the market and marketing strategy, in fact there are many excellent examples we can draw from. For example, Walkman, it makes people associate with the convenience and quality of products, QQ makes you have a photographic memory, Sohu can arouse your desire to explore and so on.

(3) Choose a good endorsement image, promote the website brand. The success of this case is also a lot of examples such as the use of large public activities to establish corporate image and so on.

(4) The idea of brand positioning is embodied in the design of Web page content. The theme of the Web page must embody the idea of brand positioning, this is very important. The specific approach is: through the rich content of Web pages so that visitors like the company's website and brand, through persuasive content to call the browser preference for corporate Web sites, through the Web page in the reminder of the language of our thoughtful service, so that visitors loyal to the company's website.

(5) The brand positioning thought embodied in the design of the Web page skills. When designing a webpage, take into account the characteristics of the customer like speed, pay attention to the search button in the prominent position, use the quickest way to let the viewer see the information retrieved. For the importance of the content to design special symbols, placed in a prominent position. Description of the enterprise characteristics of color content in the "mesh" position, in order to achieve corporate brand image has always been the impact of customer vision.

The establishment of brand and the maintenance of brand reputation seems to be the focus of every business to struggle, as long as the brand image destroyed will make the product in the market is difficult to base, the network brand in this increasingly networked society more by the enterprise's attention.

What is the Internet brand? The network brand is said that the enterprise registers the corresponding domain name and the enterprise name, but also may register the trademark the Enterprise brand, is an intangible asset, is a long-term accumulation and create an image, can be said that the network brand is like a person's reputation, if you want to create a good reputation among more people, is to need your accumulation of 1.1 points, and the accumulation of the process is often long and difficult, the same network brand image of the accumulation and promotion is so, the need for long-term accumulation of business contacts.

Network brand by the following several parts, the network domain name is generally a website's real name, preferably the use of. com domain names, if the PR can do up words is also a good display of their own corporate website strength of the logo,

The products on the web can be described in a dazzling sense, and it is this clutter makes people for the network brand misunderstanding, in fact, the network brand is not the more the better, the wider the better, but you need to integrate and focus, such as Lipton Milk tea marketing will do very good, I have mentioned before, Lipton through the hot heat of the warm blessing, so that all the people on the network really hot a, but also know that the potential customers of milk tea is also a young fashion crowd, so this marketing approach and the establishment of the network brand also gave everyone to do a good demonstration. So you might as well draw a reference.

So may wish to use a single and simple way to create their own network brand, only in this way can really create their own brand

To sum up, E-commerce can carry out Cross-border, cross-regional marketing activities, and strive for more equal opportunities for competition. The enterprise's marketing network bigger and stronger, network sales, can pass a computer, in the absence of factory, no staff, no office building in the case, do virtual giants. The key here is to do a good job in E-commerce brand strategy.