Brand has only one network brand management way

http://www.aliyun.com/zixun/aggregation/8973.html "> Network brand mainly refers to enterprises registered in the common Web site domain name and Enterprise name trademark together constitute the enterprise nameplate." The broad sense of the network brand refers to: "a business, individuals or organizations in the network to establish all the good products or services in people's minds to establish the image is the network brand"

"Search engine's network brand value research" proposed that the search engine network marketing value not only manifests in the website promotion and the product promotion and so on basic level, also manifests in the Enterprise network brand value and so on. Reasonable use of search engines can achieve the goal of upgrading the corporate brand, if the lack of attention or improper methods, it is possible to make the corporate brand image is damaged, it is necessary to use the search engine to enhance the network brand basic methods have a systematic understanding.

The basic methods of using search engine to promote network brand include: increase the number of Web pages by search engine as much as possible, improve the effect of Web pages in search engine retrieval results through website optimization design (including the position and title of key keyword search, the attraction of abstract information to users, etc.), and gain a better position Using keyword bidding ads to improve the visibility of web search engines, using search engine fixed position ranking mode for brand promotion, multi-brand, multiple product series of decentralized network brand strategy. These methods are essentially to increase the visibility of the site in search engines, so how to improve the visibility of web search engine to become a search engine to enhance the network brand.

Enhance the Web site search engine visibility is to allow users in a number of major search engines, the use of related keywords to retrieve, users can easily access the enterprise information, the main measures, including based on the search engine to improve the results of the natural search engine optimization, as well as in search engine retrieval results page of different forms of keyword

The network brand we are discussing here refers to the brand shaping of the enterprise under the Network virtual environment, or how the enterprise uses the Internet to shape the brand, but no matter how, for an enterprise, "there is only one brand", whether this enterprise is a traditional enterprise or an internet company, The internet is just a channel for companies to shape and promote brands, not all or other brands. "There is only one brand", in other words, enterprises must concentrate on the full integration of online and offline channels and resources to create a strong brand. For two more extreme examples, you may have long been aware of Sina, Sohu, etc. portals in the initial rise of the use of traditional media to build momentum, you may also now feel the ebay or Taobao to bring a rush to the sky, regardless of whether you are netizens, do not surf the Internet. Also, you can see more and more traditional enterprises joining the Internet industry, seek to make the best use of the network, such as McDonald's and even express, but McDonald's or that has a lot of convenience chain stores full of youth and happy fast food, even the state Express has not become a technology company, is still around the World express service provider, These are consistent with what we call the idea of a brand with only one.

Although the network virtual environment of the audience or consumers and offline audience or consumers will have a variety of characteristics, preferences, consumption habits, and so on, although the network seems to provide a more advanced technology environment, but as a corporate brand is not the nature and should not be changed. This makes it clear that we can go to the store or directly online to buy Haier's electrical appliances, you can go to the McKinsey website to download the relevant professional documents, Procter and Gamble Company has a lot of different product brands, on the P & G website we can find the same one by one corresponding product brands. Moreover, brands must consistently maintain the consistency of the brand and express the same brand value to audiences and consumers.

For enterprises, we should clearly recognize the opportunities and challenges brought by the Internet, in order to keep pace with the times and win the dominant position of market competition. As a new technology, communication medium and means of communication, the Internet has brought new changes in productivity, brand promotion and business promotion, meanwhile, the Internet as a means of communication, the world has become a "global village", changing the enterprise and the public, enterprises and consumers contact ability, Increase the brand and consumer contact ways and means, the relationship between enterprises and consumers is no longer a simple relationship between sellers and buyers, but to become a real-time interactive, communication-style closer relationship. Using the Internet, enterprises can communicate with consumers more, listen to the views of consumers, to provide consumers with more convenience and concessions, even on demand, consumers can enjoy the rich and colorful enterprises to provide a variety of convenience and services, this service is even more than the consumer's expectations.