Online branding mainly refers to the one-to-one registration of trademarks registered by enterprises on the Internet. It is an intangible asset of the enterprise. In a broad sense, Internet brand refers to: "The image established in people's minds by all the wonderful products or services established by an enterprise, individual or organization on the Internet is the Internet brand." Internet brand has two meanings: First, through Internet means Established brands, and the second is the impact of the Internet on existing offline brands. The two methods and focuses of brand building and promotion are different, but the goals are the same, both for the creation and improvement of the overall corporate image.

Online brand, also known as online trademark, refers to the extension and protection of company names, products or offline brands on the Internet. After offline trademarks and brand words are registered, they are protected by trademark law, but they exceed a certain scope. , trademark law cannot restrict and protect. If an enterprise or company wants to develop and market on the Internet, it needs to register an online brand with the Internet Center to ensure the safe use of offline brands on the Internet. Achieving network-wide protection is also a comprehensive protection of the company's network intellectual property rights to avoid the loss of network brands. Both offline and online need to be protected. At the same time, online brands are unique, scarce, and authoritative, which protects online brands and avoids brand duplication.