How do traditional brand makers create online brands?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I. The establishment of online brand before, first clear, protect the orthodox resources, such as the eradication of unlicensed brand online qualification, second, the Internet system, reiterated the original brand advocates; third, for the Internet crowd, Brand extension; third, for the Internet crowd, Brand extension; four, network brand reconstruction

According to Interbrand announced the "2012 Best Chinese Brand Value list" shows that because of the food and beverage industry in a row of quality problems, rapid exposure and spread across the network, so that the overall brand value than the previous year plunged 69%. Yurun and double sinks fell out of the list, Mengniu although remain in the list, but the brand value again fell 18%, more than 360 million. Visible, "brand" increasingly become synonymous with "value", the decline of brand value is not only the value of direct loss, the relevant PR publicity, brand reconstruction costs are also millions-level, for some enterprises, even irreversible disaster, to become a disappearing brand. Therefore, traditional brands must pay attention to the construction of online brands, and from the beginning of the system, there are steps to carry out.

First, the establishment of online brands before the clear, to protect the Orthodox resources

1, suppress the "unauthorized" brand of online trading

Between the traditional brand and the electric business, there is usually a conflict between "authorization" and "unauthorized" because of "benefit". As a brand, in order to ensure profits, balance the interests of traditional channels, and maintain the brand image, we need to strictly control the price of each channel is not less than a certain discount. However, the other side of the electricity business because of saving the store rent, labor costs, the use of "unauthorized" products such as "authorized" products such as the implementation of "Low-cost", but also the use of "unauthorized" authentic and fake mix, greatly impact the brand price system and interests, and damaged the brand image.

Traditional enterprises to ensure brand value to establish online brand, in the face of a large number of even beginning to show the potential of the "unauthorized" brand of electric dealers, the first thing to do is to sweep. For example, at the end of last year, the cat supply and marketing platform directly introduced the brand, fully emphasize the distributor's authorized qualifications, must have a brand authorization to do, otherwise even if the sale is authentic, as long as the brand is not recognized, will be treated as fakes. Changed the past "to recognize shops, to recognize the genuine" policy, and the future will only be recognized as "authorized" mode. This way, can avoid the phenomenon of string goods, to ensure brand interests and brand image, for consumers also means quality assurance. The traditional brand also want to do so, before doing online brand, must first clear "unauthorized", protect "authorization".

2, the relevant information and site improper comments to guide the right

The network platform is not only an information platform, but also a platform for emotional catharsis, once the emotional speech received public response, it will lead to inflammatory, offensive and destructive harmful speech. For online brand business, harmful speech to the brand damage is great, to such remarks without guidance, will lead to the brand into trouble, may even be disastrous.

Ancient cloud: "The mouth of the people, more than Chuan." "For the network of" speech "implementation of containment is only the worst, the best policy is to do a good job of guiding public opinion." Positive guidance can turn negative news into positive news, and turn the negatives into positives. The concrete guide way, the first time uses the official website, the mainstream media through the traditional way and the network channel ECHO guidance. At the same time, through the industry's "opinion leader" with more consistent with the user acceptance of the form of expression to express reasonable content, to conduct the correct public opinion guidance.

Take the "Crash chicken" incident, KFC in the face of public criticism, lack of sincerity, in a vain attempt to transfer public perspective, but aroused public anger, abuse and distrust, it maintained nearly more than 120 years of chicken industry reputation was "crash chicken" destroyed, sales straight 24%. And as the "White Feather Chicken" breeders of the United States, the "rapid chicken" event to maintain a high degree of concern, the initiative to contact the media to conduct popular science guidance, safely through the potential public opinion questioning. Visible, timely, correct public opinion guidance, can save the crisis, the maximum guarantee brand value.

3, the long-term precipitation information to amend

Brand in the process of growth, there will be a large number of precipitation information, such as early in the blog, Baidu Encyclopedia, such as the release of the brand information on the network platform. Many of these messages have become outdated information along with the growth of the brand, which can not reflect the brand's present image and value correctly. Now the brand in the target crowd, brand appeal, brand culture has been given a new content. For example, the brand logo fine-tuning, brand slogan changes, new products, etc., if you can not follow up the latest information, will only confuse the consumer understanding, but also the brand to form a loss of vitality, ignore the image of the impression. and the relevant precipitation information to amend or supplement, can display the vitality of the brand to maximize the display and maintenance of brand value.

Second, the Internet system, reiterated the original brand claims

1. Choose the right Channel

The vast majority of acts on the Internet are not controlled, and the choice of transmission path may lead to negative comments and onlookers. In this way, the first thing to solve is to establish and do their own official channels, such as official website, the official micro-letter, official micro-blog and so on. Official channels can grasp the initiative of information release content, and more authoritative, is to improve brand awareness, trust and shape the brand image and personality of a strong foundation channel.

Another important channel is the search engine. To Baidu, for example, it has a large range of domestic users, Baidu Encyclopedia, question and answer tools can be found through the keyword search brand, and search results by the front, such access users will be relatively accurate users, can be the brand advocates direct users. In addition to Baidu, there are Google, search, Sogou, 360 search engines are also selectable channels. Using search engine is a necessary channel to cover and spread the brand information on the Internet.

2, the main public opinion positions to establish a special topic

The brand information should be guided by public opinion in order to give full play to the important role of the main opinion position in the information dissemination. In the open network media, any individual can become information recipients and publishers, the difficulty of increasing the direction of public opinion, the choice of major public opinion positions is particularly important.

The position of public opinion should choose the website with strong related to the product and target customer, and set up the topic continuously. For example, for the stomach drug brand, you can set up 39 health online on how to maintain the health of the stomach, and then promote the brand's stomach medicine, guide consumption; for car car top brand, can be in the Pacific Car network or auto, such as Web sites to open car safety topics, so as to promote the consumption of car racks; for cosmetic brands, You can choose in Ruili, beauty nets, such as opening a column introduction makeup skills, and then recommend make-up to brand products.

For example, this year Paris L ' Oreal and Tencent Entertainment, Tencent Video cooperation, the operation of the theme page. The theme webpage is the 66 Cannes Film Festival as the main body, the name of the Paris l ' Oreal brand, implanted its product information. Fans will not only be able to get the news about the Cannes Film Festival on the website, but also the relevant information about L ' oreal. Expand brand influence, even direct drainage to the consumer page.

The establishment of the topic, on the one hand, can seize the opportunity and initiative of public opinion, enhance positive control, and even promote brand sales; On the other hand, we can master negative information in time, guide the netizen to a specific direction, isolate Non-mainstream speech, and compress the communication space of negative speech to the maximum extent.

3, establish a good interactive mechanism

The guidance of public opinion is not equal to forceful indoctrination, nor is it equal to the expression of "monologue". The network is an open platform, lack of interaction, may accumulate negative speech and emotion, if this situation is incited, it must be the event itself seriously magnified, the brand brings great harm. Data show that 80% of contradictions from the lack of communication, a lot of things as long as the appropriate communication will be resolved smoothly, visible interaction mechanism is extremely important.

In the interactive, should pay attention to timely. Because the network information spreads quickly, any small problem may become the public opinion hot spot in a short time. After the crisis, it takes 48 hours to catch the gold. If not resolved within this time, the message will spread like a virus in a fission way. And during this time, the media, the public and the Government are closely watching the company's first statement. For companies in dealing with the crisis in the practice and position, public opinion is often in favor of the media reported. If there is no good interaction mechanism, timely and correct response, it will cause harm to expand, the cost of soaring, up to the original 20-30 times, and even unlimited.

The "Crash chicken" incident mentioned above, KFC's failure to timely, positive response, resulting in a crisis of trust, sales decline. There are "Fonterra" milk powder incident, should be handled improperly, leading to a series of scandals exposure, these are the consequences of lack of interaction. Therefore, any time to interact in a timely manner, positive guidance, when confronted with a crisis, decisive, decisive action, to kill the damage in the outbreak before the rapid control of the situation, to protect the online brand security.

Third, for the Internet crowd, Brand extension

1, the right to match the interests of the network audience

Different people have different interests and different needs, for individuals, their interests are diversified, and their behavior is the result of the interaction of multiple needs. For online brands, the establishment of online brands, but also need to seize the location of the network of interest points, this is the beginning of brand communication.

Network audience concerned about the brand may be the acquisition of knowledge, may be the pursuit of aesthetic, but also may be curious psychology or rebellious psychology, or even to the star of the following, which should be based on the target population positioning, establish a relatively perfect brand appeal point. corresponding to the brand quality, brand core value, product value-added and other information extraction, to create a network audience interested, and for them is meaningful information, so that can achieve good communication power.

In 2012, for example, Volvo held a high popularity of Jeremy Lin, carrying out a 10-day Chinese activity. Volvo's social activities, through official microblogs, micro-interviews with Mr. Li and the micro-auctions of Jeremy Lin's signature shirt, at the same time, the integration of portals, special reports, BBS and SNS intensified interaction, seized the audience's point of interest, stimulated the audience's excitement, creating a strong attraction and participation, will be the Volvo brand campaign, Security, low-key and high-grade qualities are rooted in the heart. The Baidu search index, which is associated with many of the key words of Volvo, Rose 234% to 600% throughout the period. Can be said to seize the consumer's point of interest, is to seize the market.

2, through the Internet rich media dissemination, depth extension

Internet rich media has incomparable advantages over TV media and traditional print media. It can be in the large flow of the portal on the smooth playback, to achieve a high amount of information, strong exposure and high click Effect, but also can automatically track the user line, with strong network interaction advantages.

Traditional corporate brand to do online brand, the realization of rapid and effective brand spread, online brand extension, in the grasp of the interest point of the audience, based on the application of rich media is the focus of choice. Like the imb of Intelligent city construction, highlighting the beauty of smart cities and IBM's important role in the construction of intelligent city, make people to the wisdom of the city's contribution to IBM impressive; Li Ning "brisk" series of products listed, through rich media dissemination, the product series has been greatly disseminated and led to explosive sales growth. Rich media to break through the print ads to convey less information and TV advertising short time limitations, can be vividly extended brand characteristics, to help brand depth extension.

3. Establish good interaction

Brand extension of the use of rich media, itself has a strong interaction, rich media more advanced technology allows users to from a higher level and advertising interaction. On the one hand, the use of rich media, so that the network audience to enjoy the network advertising, have a better network experience, enhance the effect of advertising; On the other hand, Brand extension must produce new information related to products and services. For new information, whether it is related to the original information, how the association, what is different, can bring new value to consumers and so on. For example, the brand can cooperate with the video website, the official channel video display and other website's pop-up page and so on the cooperation propaganda, the comprehensive display product information, may even direct drainage brand information page, guides the consumer to know the brand at the same time, may provide the more convenient network purchase experience for it. Rich Media Show more complete information, can timely and network audiences through a richer expression of communication, laying the brand wide spread and brand extension of the obvious facts.

Iv. Network Brand Reconfiguration

1. W-cis brand system based on network

The establishment of online brand is a systematic project with network as tool, E-commerce as platform and network marketing as means. First of all, the network brand has a certain form of expression, according to the characteristics of the network and network audiences, from the site domain name, to the presentation of the page, to the optimization of the site, and then to the site embodied in the culture, the specific performance in the brand name, brand symbols, brand design is what, brand culture conveyed what, What is the relationship between the brand and the outside world, the image of the brand and the image of the consumer, what are the related products in the system, these are the forms of expression; Secondly, the dissemination of the image after the establishment, through appropriate, correct channels, such as official channels, mainstream media, social networks, etc., to convey the brand image and cultural connotation; Finally, the online brand value of the conversion, through the increase in the number of visitors, registration and sales to improve the performance, these should be through the network marketing means to implement. This is a complex system engineering, far-reaching, must take the systematic theory as the instruction, carries on the conformity and the optimization to each kind of factor in the brand.

2, Strong impact

Online brand to achieve one of the purposes is to attract the attention of the network audience, and left a deep impression. Under the Internet environment, the information is massive, the homogeneity phenomenon is also more and more serious, if cannot seize the user's eyeball in the short time, means the information is not effective dissemination, but becomes the invalid information.

The most important way to receive information is through the eyes, to achieve the goal, the first is to have a strong visual impact. To do this, from the design, layout, text and so on, to attract attention, to extend the network audience on the brand time. For example, in June this year, Jingdong, Cat, No. 1th Shop in the words of the mutual pinch, to see who is worse than who, and the film's propaganda performance more intuitive, the visual impact of posters and publicity stunt on the box-office impact is important. A lot of facts prove that strong impact information can effectively spread, otherwise, if not to attract attention, everything is meaningless.

3. Strong communication Force

"Wine is also afraid of the alley deep", the brand can not be effectively spread, can not form a strong real high value of the brand. The creation of online brand needs to achieve viral marketing transformation, through the use of network audience enthusiasm and network relations, so that brand information like viruses spread and spread, brand information is quickly replicated to tens of thousands, or even tens of millions of audiences.

To have a strong communication force, at the beginning of the brand image, it is necessary to establish the source of interest and value for the audience, through the information stimulation to the network audience, using the enthusiasm of the audience, and triggering the spread of the source in the network, gradually presenting a "one-to-many" radiation-like spread. For example, Baidu once created a viral marketing miracle, only about 100,000 yuan, filmed three "Baidu, more understand Chinese" brand campaign video ads, just through the staff to send a friend e-mail, as well as in some small video site hanging out download links and other ways to spread, triggering tens of millions of clicks, Finally achieved a reverse attack on Google's market share. For example, in the continued spread of the network "where the object", through the extremely simple, extremely ridicule the network words quickly spread, so that every guest and its polo shirt fire. Virus-type of strong transmission, deeply rooted, the Netizen's initiative, enthusiasm mobilized, this more than their own investment in a lot of manpower, material more effective.

Traditional enterprise brand to build online brand as a system engineering, step-by-step, grasp implementation, to create a solid, valuable online brand.

Author Introduction:

Jin Xin, currently the founder and CEO of Chi Xin Network Technology Co., Ltd. (formerly known as the United States Nasdaq-listed company's rich Foundation incubation). Has served as a rich foundation of electronic Commerce Direction (Fuki) Deputy general Manager, shareholders. Successive Lenovo Group, Hubei Tobacco (Wu Group) and other well-known corporate executives.

Individual awarded: 2010 China Electronic Commerce Hundred and industry leader, 2011-2012 China electric Business Logistics Industry "Outstanding Contribution Character Award", 2012 China E-commerce Logistics ten-year figures. Awarded: Senior expert of China Information Association, senior expert of China Electronic Commerce Association, China Optics Valley 3551 experts.

Lead the team (company): 2012 China Information Industry Application Innovation Award-Gold, 2012 China Communications and Information applications Outstanding Achievement Award, 2012 Chinese electric Business Most investment value comprehensive service Provider award, 2013 China Information Security Outstanding Contribution Award, 2013 China Software industry best business Model Innovation Award.