Internet Brand Strategy Implementation Concept
Digital technology in the information age has penetrated into all areas of society. Network information has greatly changed people’s living and working conditions. Network information is spreading rapidly. Speed ??growth. If we want consumers to identify and choose our company's products as quickly as possible in the vast sea of ??network information, we must establish our own brand. Below are the papers on Internet brand strategy implementation ideas that I have collected for you. I hope it will be helpful to you.
Abstract: In e-commerce, online brand strategy is still a means to establish a corporate image and improve the visibility of the company and even its products. If the company can effectively implement the brand strategy, it will effectively promote the company's online marketing work. , creating considerable economic benefits for enterprises. This article combines some successful cases at home and abroad to talk about my personal opinions on this issue.
Keywords: e-commerce, online brand, brand strategy, online marketing
1. The significance and role of creating an online brand
1. Creating an online brand is essential for the survival of an enterprise Important means
Internet brand refers to the business name of the product in the online marketing business, which is different from the product name. For example, "anti-virus software" is the product name, and "kv3000 anti-virus software" is the business name of the product. The brand of the product should include the commercial name, symbol and other identifiable information of the product. When a company registers its brand with the National Patent Office, it becomes a trademark. This trademark is protected by national law and is not allowed to be counterfeited or infringed by other companies and individuals. Creating an online brand is the most important marketing strategy under e-commerce conditions and an important means for corporate survival.
2. The role of creating an online brand
(1) To facilitate consumers to quickly identify and purchase the company's products in the vast sea of ??online information.
Economic development and scientific and technological progress have opened up extremely broad prospects for e-commerce. E-commerce has become one of the symbols of advanced productivity in the 21st century. Digital technology in the information age has penetrated into all areas of society. Network information has greatly changed people's living and working conditions, and network information is growing at a rapid rate. If we want consumers to identify and choose our company's products as quickly as possible in the vast sea of ??network information, we must establish our own brand.
(2) It helps to maintain a good image of the company's products in the minds of consumers, such as high quality and moderate prices.
To occupy the market, companies must not only implement brand strategies, but also make their products famous brand products. The so-called famous brand is an honorary title that evaluates the quality of enterprises and products. The implementation of the famous brand strategy is mainly to establish a good image of the company's products in the minds of consumers by improving the quality of the company's products. According to data from a US market research company, online sales are greatly affected by brands. More than half of the respondents said they would first choose the websites of well-known merchants to search for the products they need. Some domestic survey data also show that consumers prefer brands from well-known companies. For example, when newlyweds purchase home appliances, they will first choose Haier, Hisense, Changhong and other related brand products.
(3) It helps to promote the company’s products, safeguard the legitimate rights and interests of the company, and protect the legitimate competition of the company.
Brands can encourage loyal customers to have a desire to buy when they see the brand, and can help maintain lasting contact with customers through brand effects. Therefore, many manufacturers and distributors are actively implementing brand strategies and using brand effects to guide consumers' purchasing behavior. In addition, the brand is used as a powerful competitive tool to safeguard the legitimate rights and interests of the company's product sales.
2. Implementation plan of online brand strategy
1. Planning plan for brand domain names
(1) Plan to apply for multiple similar or related domain names.
In the increasingly deepening business competition on the Internet, domain names as expressions of corporate organizations have attracted more and more attention. However, due to imperfect laws in Internet marketing, brand domain names can easily be registered. In this case, companies can By applying for multiple similar or related domain names, you can avoid the loss of your company's brand interests.
(2) The plan of entrusting a professional company to register the domain name as an agent. Professional companies can not only provide registration services, but also help companies promote registered domain names and expand their visibility on the Internet. This is an important strategic plan for the successful registration and promotion of online brands.
(3) Plans focusing on innovative research on domain names. The reason why many domain names can be successfully registered and remembered in the minds of consumers is because domain name innovation research is relatively good. Because rich content can attract more users, companies will have a larger potential market. Generally, websites and addresses related to the enterprise can be provided to make the enterprise's web page more open and avant-garde, such as providing vivid information, sounds, images, or using the above items in conjunction, etc.
(4) Focus on domain name brand promotion plans. Work in this area mainly includes analysis of product environment, analysis of competitive brands, analysis of product needs, analysis of product visual galleries, etc.
2. Website and web page brand planning plans
(1) Understand the brand’s positioning. Brand positioning can have three levels: high, medium and low. When we establish a brand vision plan for the brand, as a brand company, we must deliver a special feature, benefit, service and experience commitment to customers. This is a contract signed with customers regarding the value and satisfaction of products and services. This contract is a brand contract, a contract that guarantees the provision of high-priced brand-name products. For example, Nike provides "high-performance" shoes and sports vitality. It is by no means cheap. This is a high-end brand. Such a brand must encourage customers' passion for consumption at a higher level, such as Alibaba, Taobao, etc.
(2) Select the name of the brand. A good brand name can improve the brand's visibility to a great extent. Of course, it is not easy to find an excellent name. We must examine the product and its benefits, target market and marketing strategy. In fact, there are many excellent examples. This is something we can learn from. For example, the Walkman reminds people of the convenience and quality of the product; QQ makes you never forget what you have seen; Sohu can stimulate your desire to explore and so on.
(3) Choose a good endorsement image to promote the website brand. There are many successful examples in this regard, such as using large public welfare activities to build the company's image and so on.
(4) Reflect brand positioning ideas in the design of web content. It is important that the theme content of the web page must reflect the idea of ??brand positioning. Specific methods include: using rich content on the web page to make viewers like the company's website and brand; using persuasive content to make viewers prefer the company's website; using reminder language in the web page to explain our thoughtful services to make viewers loyal on the company's website.
(5) Reflect the brand’s positioning ideas in the design skills of the web page. When designing a web page, you must take into account customers' preference for speed, place the search button in a prominent position, and use the fastest method to allow viewers to see the retrieved information. For important content, special symbols should be designed and placed in prominent locations. Explain that the company's characteristic content is placed in the "mesh" position, so as to achieve the purpose of corporate brand image always impacting the customer's vision.
To sum up, e-commerce can carry out cross-border and cross-regional marketing activities to strive for more opportunities for equal competition. To make the company's marketing network bigger and stronger, through online sales, you can use a computer to become a virtual giant without factories, employees, or office buildings. The key here is to have a good brand strategy in e-commerce.
References:
[1] Zhang Li: Research on Marketing Innovation of Small and Medium-sized Enterprises in my country. The Economist, Issue 8, 2008
[2] Zhao Qiumei: Internet Marketing and Planning. Beijing: Machinery Industry Press, 2008;