The Importance of Network Brand Building
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-14
（1） Necessity of establishing network brand
Enterprises that establish online marketing brands can be divided into two categories: one is enterprises that have just been established online. They have no ready brands in the traditional marketing environment, and they also start from scratch online; The other is that they have their own Website Design At present, the brand will expand to the network world. For both of them, online sales has become the trend of economic development, and the establishment of online brands is also imminent. Of course, in the process of establishing brands, they face different situations and need to adopt different strategies.
1. Enterprises just established online
For newly established enterprises on the Internet, their characteristics are that their brand strength is very weak, and even the brand is still in the process of establishment, so they can not bear the pressure of traditional operation. However, online customers are willing to try to trade with these enterprises, and understand them through the quality of their marketing products. Therefore, the network provides them with a development opportunity. For example, if the online information of an emerging enterprise without a counter seems credible, it will also make netizens feel trustworthy. In fact, many emerging enterprises have set up their own gun stations on the Internet, and seized some market shares, obtaining the most significant sales volume. Many magazines have reported the successful experience of these emerging enterprises. However, this is obviously not a long-term solution. With the increasing number of Internet users, the Internet may open the door for these enterprises, but they must recognize the creation and development process of online brands, that is, the accumulation process of online brand value in people's minds. If they want to remain invincible in long-term business, they must still pay attention to brand building.
2. Enterprises with their own brands in the traditional marketing environment
For the traditional advantageous enterprises, 'make sure that the network has become another new way of enterprise marketing, and they will gradually realize that in addition to considering the combination of marketing mix and the network, they should also start to abandon cyberspace to establish the brand image of the enterprise. Because the enterprise with the best brand has the strongest attraction to customers, And it can use its brand personality products to set a higher price, so as to produce the best economic benefits. At the same time, in cyberspace, they can also establish new communication relationships with customers and improve sales, which has a significant effect. When senior enterprises in the same industry appear on the Internet, the situation may be reversed. Ordinary customers who are familiar with well-known brands may flock to enterprises with famous brands for the sake of online shopping safety; Most customers will trust the companies they have dealt with. For traditional competitive enterprises that are inferior to senior enterprises, it is urgent to establish online customer groups loyal to their brands before the arrival of large companies with famous brand images.
（2） The strategy of creating network brand
Creating new online brands is a dangerous activity. In the real world, less than 10% of new brands have been successful. There are four main plans for enterprises to create online brands:
1. Online transplantation of traditional brand names
This is the most common method. In reality, enterprises with good brand identity and value can build their online brands through online replication. If the brand has enough popularity and value, this can achieve twice the result with half the effort. Ford's website provides a lot of brand information. The corporate websites of Argos and Guinne have continuous brand recognition and brand evaluation, which come from customers' experience of offline brands. Of course, this is not the best way to create online brands. The value of online brands lies in their uniqueness and uniqueness. Under the pressure of strong brands, traditional "time-honored brands" cannot compete with them, It can only extend its traditional advantages, which is a second best choice. Moreover, if the website does not perform well in operation, structure and information content, the value of traditional brands will be adversely affected. For example, the well-known online book retailer is not a book website, but Amazon. com; The well-known auction website is not auction website, but eBay. com.
2. Extend traditional brands
When some companies set up their own websites, they should create a slightly different online brand, which is extending the traditional brand. For example, Changhong from TV to air conditioner is a brand extension. Through this method, we can not only rely on the value advantages of traditional brands, but also further highlight the differentiation advantages of brands. The company can distinguish itself from similar service competitors. This can be used in online and offline promotions to distinguish competitors' websites. The differentiated use of online brands helps to enhance the image of the website and help customers connect the website with the company. For example, the Deed website has established an online brand "Red Planet i9". Users can order express services under the control of a "spaceship". The online brand highlights the brand differentiation. Of course, the image of the brand should be consistent with the image of the extended product. If Coca Cola is extended to some daily necessities, it will not necessarily be accepted by the people.
3. Create a co brand for existing digital brands
Co branding means that an enterprise can promote its products by combining with an existing strong digital or Internet brand and naming the product. This practice is very common on the Internet, and it is also a good way for companies to play a collaborative advantage through reputation and brand recognition. In 2006, Coca Cola and Tencent announced the formation of a strategic partnership. Coca Cola will use Tencent's newly launched 3DQQ show online virtual image to comprehensively upgrade its icoke interactive community to the first online community in China that uses 3D image, providing revolutionary new interactive communication experience for young consumers. Coca Cola website (www. icoke. cn) introduced Tencent's 3DQQ show virtual image technology as an innovative initiative, which changed the single text communication method of online chat in the past, and upgraded it to a unique three-dimensional communication method, highlighting the individuality of online life and becoming the vane of fashion trends. Coca Cola has broken through the traditional marketing model and used a new "digital" marketing strategy to stimulate the passion of young consumers. The upgrade of Coca Cola's website from 2D to 3D has undoubtedly taken a big step in this direction and is of milestone significance. This cooperation has greatly benefited both businesses.
4. Create a new brand
If the existing offline brands have negative connotations or are too traditional for new media, it is necessary to create a new brand. Egg banking service is an example of a new digital brand. It is a subsidiary of Prudential, a well run company. Egg can adopt new solutions, but it will not damage the Prudential brand, and it is not bound by the Prudential brand.
It is easy to establish a brand, but it is not easy to adhere to it, because after the establishment of a brand, there are many unexpected difficulties, such as enterprise platform integration, product platform display and network platform operation. Every new thing will certainly bring many problems. As a network platform, the brand can meet the needs of consumers and businesses, so that the brand can get more support from enterprises and more recognition from consumers, making the brand more lethal in online marketing, which has become an inevitable integration trend of online marketing.
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