in a broad sense, network brand means that the image of all the beautiful products or services established by an enterprise, an individual or an organization on the Internet is the network brand. Network brand has two meanings: one is the brand established by means of the Internet, and the other is the influence of the Internet on the existing brands under the network. Both of them have different ways and emphases on brand building and promotion, but the goal is the same, both of which are to create and enhance the overall image of the enterprise.

Although the online brand established based on the Internet is in its infancy, it is immature and immature, but its significance has not only completely changed the traditional marketing model, but also put forward a series of new topics for brand management and brand asset management.

in the 199s, China's marketing ushered in the era of online brands. Moderns, where the media differentiation ruthlessly ended the TV advertisements with infinite scenery in the past, corresponds to this era with the birth of online brands, that is, the online portal based on Internet technology. Although China's online portal has just started, far from being as long as traditional brands, with high popularity and a wide range of loyal customers, it is of milestone significance to the process of brand marketing in China.

Brand is an efficient promotion method, and brand image has great economic value. According to the American Internet Dialogue and the survey of the International Trademark Association, in the use of the Internet, one third of users will change their impression of the original brand image because of the brand image on the Internet, and 5% online shoppers will be influenced by the online brand, and then buy the products of the brand after offline. Enterprises with poor online brands will lose an average of 22% in annual sales. This shows that brand is the guarantee form of intangible value, and it is more important to shop brands online. The secret of website success lies in creating a well-known online brand.

Online brand includes three levels:

1. Online brand should have certain forms of expression

A brand should first have its forms of expression, that is, the information that can show that the brand does exist, that is, the online brand has recognizable forms of expression, such as domain name, website (website name and website content), e-mail, online real name/universal website, etc.

2. Online brands need certain means of information transmission

Only the existence of online brands can't be recognized by users, and it is necessary to convey the information of online brands to users through certain means and methods in order to be understood and accepted by users. The main methods of online marketing, such as search engine marketing, licensed Email marketing and online advertising, all have the function of transmitting online brand information. Therefore, there is an inherent relationship between the methods and effects of online marketing, such as website promotion and brand promotion. Only by in-depth study of the laws can we maximize the comprehensive marketing effect under the same marketing resources.

3. the transformation of network brand value