Concept and Significance of Online Marketing Brand_Shang pin China focuses on high quality website construction

Brand is an invisible wealth for enterprises. Brand owners can constantly gain benefits by virtue of brand advantages. They can use the brand's market pioneering power, image expansion force and capital accumulation force to constantly develop and maximize the brand's value. In the online market environment, Website construction The value and utility of the brand still exist and become more prominent.

1. Stick concept of online marketing brand

The American Marketing Association defines "brand" as: "a brand is a name, term, mark, symbol, pattern, or a combination of these factors, used to identify the manufacturer or seller of a product. It consists of the name, logo and trademark of a brand, and is a promise made by the seller to continuously provide the buyer with a series of product features, benefits and services." Since consumers regard brands as an important part of products, establishing brands can increase the value of products. In addition to the content of brands in traditional marketing, online marketing brands also include a unique component - the domain name of enterprise websites, which is the network
An important difference between brands and traditional brands.

Some business concepts and ideas of traditional brands are also applicable to online brands. Of course, the online industry has a very important feature, that is, the interactivity of the network, which gives online brands more experience. In the traditional sense, people can divide brands into three types: functional brand, image brand and experience brand. For example, "Tiaoyan" is a functional brand, "Mercedes Benz" is an image brand, and "Disney" is an experience brand. In fact, online brands are mainly positioned in terms of function or experience. For example, some websites mainly provide information services, and what customers pursue is actually a functional benefit; Other websites mainly provide entertainment and netizen interaction. Consumers go to these websites mainly to experience some of the fun provided online, or to experience the exchange of netizens with similar interests. Such websites have a lot of experience elements.

2. Meaning of online brand

Brand is the badge of identity. " It is an individual's comprehensive perception of various information and experiences, which is used to distinguish the difference between an enterprise's brand and products and its competitors' brands and products. For example, Google is one of the most successful online brands. When people think of Google, their impression is not only the very simple website interface, but also its excellent performance in search: it can bring people satisfactory search results. By transferring the value of this brand to customers, enterprises can reduce the risk of decision-making and help customers reduce the pressure of decision-making due to the conversion of products used.

In the virtual , the shaping of the second brand becomes more important. Because Panluo is a sea of information, it can also be said that there is a lot of useful information, at the same time, it is also full of rumors, traps and hoaxes. There is no doubt that customers subconsciously want to deal with companies they trust. For example, if a customer plans to purchase a laptop online, he may prefer to purchase it from the official website of well-known computer brand manufacturers such as Dell and Apple, or from well-known websites with high brand reputation. Of course, for him, the former has a higher credibility. Therefore, it seems that customers and businesses should establish a trust relationship
It is extremely important, and the brand becomes the pronoun of "trust" at this time. Brand building has a subtle and practical impact on sales, which is why many companies spend a lot of money and energy to build their brand image.

In addition, we should also pay attention to the distinction between network brands and famous brands. Network brands are undoubtedly more attractive. Every enterprise brand hopes that it will become a famous brand. A brand is a name or symbol owned by an enterprise and protected by law, but brand equity is dependent on customer cognition and recognition, which is qualitative and quantitative. The creation of a brand is an interactive process between enterprises and customers. Famous brands themselves are relative, including local famous brands, national famous brands and international famous brands. Moreover, famous brands are a qualitative concept, which is difficult to grasp from the quantitative perspective. Therefore, brand is not equal to famous brand. Any product of any enterprise can have a brand, but it needs to be famous
The brand can only be realized through long-term, continuous and effective operation. For example, there are several different brands of Coke in the market, but not all Coke brands are famous brands.

The Concept and Significance of Network Marketing Brand

Date：2015-06-13 Source: Shangpin China Type: website encyclopedia
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