Network brand mainly refers to the Chinese domain name and universal website registered by the enterprise, which together with the enterprise name and trademark constitute the famous brand of the enterprise and is an intangible asset. Network brand in a broad sense refers to: "The image of all the beautiful products or services established by an enterprise, an individual or an organization on the Internet in people's minds is the network brand." Network brand has two meanings: one is the brand established through the Internet, and the other is the influence of the Internet on the existing brands under the Internet. Both of them have different ways and emphases in brand building and promotion, but their goals are the same, both for the creation and promotion of the overall image of the enterprise.

Although the Internet-based network brand is still in its infancy, immature and immature, its appearance not only completely changes the traditional marketing model, but also puts forward a series of new topics for brand management and brand asset management.

In 1990s, China marketing ushered in the era of online brand. Modern people, the media differentiation ruthlessly ended the TV advertisements with infinite scenery in the past, and corresponding to this era, the network brand was born, that is, the network portal based on Internet technology. Although China's online portal has just started, it is far from the traditional brands with a long history, high popularity and a wide range of loyal customers, but it is of milestone significance to the process of brand marketing in China.

Network brand has become a card for investing in the future. At the beginning, the establishment of online brands was asset investment, because the brands established based on the network did not rely on actual performance to get returns, but gathered wealth through the investment market. This way of wealth accumulation completely broke the pattern of long-term accumulation by industry or stock market in the previous industrial era. Brand has become a means of rapid capital accumulation. It has been redefined with the help of the Internet economy. It is no longer only meaningful to enterprises and consumers, but the realistic commitment has become the expectation of long-term investment. To some extent, the services provided by online brands on the Internet are almost free, and users no longer need to pay for using and obtaining brand services, which is essentially different from the traditional brand existence value. Network brand has completely broken the traditional brand, especially the model of product brand establishment.

The above contents are compiled and published by Lanzhou Starting Point Network (www.lzqidian.com)!