Interpretation of the network brand (1): Network brand characteristics

Abstract: Many news reports related to the concept of the network brand, but what is the network brand meaning, it is difficult to find authoritative interpretation. Is not a registered domain name to build a Web site or the Internet real-name registration, it means that the network has a brand? Is not a simple case, because the network has obvious characteristics of the brand and the different levels. In the interpretation of the network brand series of articles in Part 1, the network introduced the brand characteristics.


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  Network brand is no stranger to the term, especially in the domain name protection, the real-name networks and other related reports, involving a network of brand concept, but what is the network brand meaning, it will be difficult to make it clear that it will be difficult to find authoritative Explained. Writing in the "network-based marketing and Practice" (version 2 is expected in May 2004 publication) for the network to carry out the brand system, the first draft of this article is part of the contents of reference only welcomed criticism

  In order to elaborate on the meaning of the network brand, we need to first take a look at marketing the brand in the concept. American Marketing Association's brand is defined as:

  "brand (brand) is a name of the property, marking, symbol or design, or they use a combination aimed to identify a seller or a group of sellers of products or services, and the same Rival products and services to distinguish. "

  In this definition, the main emphasis on the brand recognition of factors, namely, the existence of the characteristics of the brand. So what does this network brand? To put it simply, corporate brands on the Internet that is the existence of the network brand. There are two aspects to brand the network of meanings: First, the Internet means to build up the brand, and the other is on the Internet network under the existing brand. Both brand-building and the promotion of the way and focus on different, but the goal is the same, all for the image of the enterprise as a whole to create and enhance.

  as opposed to the traditional sense of corporate brand, brand the network with the following characteristics:

  (1) is a network of Web brands marketing effectiveness and overall performance. Network marketing in all aspects of both network and brand has a direct relationship or profile, so that brand-building and maintenance of the network exists in the network marketing of all aspects of the site from the planning, construction sites, the Web site promotion, customer relations and online sales, All brands associated with the network, the network is a network of brand marketing reflects the combined effect of such advertising strategy, search engine marketing, supply and demand information release a variety of marketing methods, and so have an impact on the network brands.

  (2) the network's brand value is only through the performance of Internet users in order. Kotler, as in "marketing" in his book said, "Every strong brand actually represents a group of loyal customers," the network's brand means that the value of enterprises and Internet users between the established Harmonious relationship. Web users is to build brand loyalty as a means for effective customer relationship marketing network of Web brands to create a method is also effective, such as the concentration of the same brand of fan Web community, in a number of large enterprises such as cosmetics, health products, The automotive industry, airlines and so on of the more common, the Web site of the electronic publications, such as membership communications network to create brand is an effective way.

  (3) brand name reflects the network to provide users with information and services. google is the most successful Internet brands, when we think of the google brand, in the minds of the impression that not only is a very simple Web interface, the more he is in the outstanding performance of search, google search can give us Satisfied with the results. Shows that valuable information and services network is the core of the brand.

  (4) network is a long-term brand-building process. And Web site promotion, information dissemination, research, and other online marketing network, the network is not a single brand-building activities can be completed, can not be expected to get instant results, from this perspective can also show that online marketing is a long-term marketing strategy , The network marketing evaluation of the effectiveness of some short-term goals can not be fully measured. (To be continued)