Brand communication in the era of internet economy

A brand is an intangible asset that brings the owner a premium and adds value, and his carrier is the name, term, symbol, mark, or design and combination of the product or service of the competitor, and the source of the value added comes from the impression of the carrier in the consumer's mind.

General definition of Brand

1. Definition in general: A brand is a name, noun, symbol or design, or a combination thereof, designed to identify the product or service of a seller or a group of sellers and differentiate it from the competitor's products and services.

2. As a brand strategy development definition: Brand is through these factors and a series of market activities and the result of the results of a kind of image recognition, feeling, quality awareness, and through these and demonstrated customer loyalty, in general, it belongs to an intangible asset. So this time a brand appears as an intangible asset.

China's famous marketing and brand mentor Yang Songlin that the brand is the operator (the main) and consumers (audience) with each other's heart brand. In short, Brand is the imprint of the mind. Branding is beautiful or ugly, is deep or shallow, it determines the strength of the brand, brand equity and the level of brand value.

The current society, brand time has come, in daily life, the brand has penetrated to people's basic necessities and life every corner, from those familiar advertising words can feel the strength of the brand.

The present situation of SME brand development

For many enterprises in China, especially the majority of the national enterprises, SMEs, want to build their own brand is not easy, talk about what to enhance the brand influence is the Arabian! How to survive inside and outside of the impact? How to effectively build independent brand of enterprises? These have become tens of thousands of small and medium-sized enterprises must face the problem!

Nowadays, small and medium-sized enterprises to build their own brands, mainly have the following puzzles: the first is the lack of management of corporate brand talent, followed by operational experience, and brand growth is not an overnight event. Such bottleneck problems seriously affect the construction of small and medium-sized enterprises, and hinder the development of SMEs. The author believes that as long as the existence of enterprises must be a brand, but the current small and medium-sized brand influence is generally weak, the promotion of brand building is undoubtedly a big problem.

Second, the Internet era of brand communication

The advent of the internet has brought a miracle to the brand, especially in this era of economic depression, small and medium-sized enterprises are trying to find a low-cost form of brand communication, thereby enhancing brand influence, pull product sales. So how should small and medium-sized enterprises spread their own brands?

1. Branding

Brand building is the basis of network brand communication. To create an independent brand through the network, the first need to establish a network marketing platform, as the position of external propaganda, the construction of the website has become the primary concern of small and medium-sized enterprises. The website is the most direct way for customers to understand the enterprise through the network. If you can not in a very short period of time to let customers interested in the content of the site, did not leave a deep impression, this site must be a failure, to establish a corporate website to consider the Enterprise VI, industry characteristics, netizens browsing habits and other factors, from the marketing perspective to consider the establishment of the station, Optimize the structure of the website in order to make the website and brand complement each other. A condiment factory Jia Wo Food in order to expand their online business, but also set up their own network portal jaahe.com, from the combination of Enterprise VI, highlighting the characteristics of the industry, the site has not done enough, internal and external optimization needs to be further strengthened.

2. Brand Communication

Brand communication is the key. When the enterprise Network marketing platform is built, it is necessary to start brand communication, through some unique network marketing communication forms to convey brand connotation, including: Network news dissemination, blog communication, network advertising, search engine communication, database marketing, viral transmission, web site transmission (such as hao123.com,265. com,5204433.cn,site.baidu.com) and other forms, just right network communication means combination, can greatly enhance the brand connotation, rapidly expand brand awareness and influence.