The rise of China’s Internet and the rapid development though only through the distance of 10 years, but has become the people’s lives, an essential part of the work, as in real life necessities general. With the Internet and traditional industries are more and more closely integrated, and the Internet has brought to people living, Working more and more, many Internet enterprises products and services to establish a good reputation, reputation, Internet users have with the deep emotional, psychological and practical needs of connecting links. Today, a traditional business seems to be able to find on the Internet whereabouts. Any one of the real world people seem able to demand through the Internet to meet. Some of the experts could not help the people envisaged in the Internet technical virtual world demand for the harvesting of the next reality far the world sector.

Clearly, the Internet has become a reality for the world’s people, emotional, psychological desire and demand as countless people find it difficult to find the real world of spiritual, emotional, psychological satisfy homeland. In the home, people have found infinite space and freedom for its own display, interaction, communication, friends, careers, marriage, shopping and other activities, people were happy, fast, simple and convenient services, Internet enterprises are perceived to establish their own brand impression.

As a product and service, Internet enterprise users in achieving the same size and increased sales of products or services based on the increase in shaping their own brands, and the breakdown of different products or services have had a strong corporate brand. On this basis, some Internet firms entered a brand-dominated era.

Brand management training is the core value of a brand and brand equity. Brand and through the connotation and extension of the rich continue to strengthen cooperation to take brands, Brand extension and expansion in the form of expanded platform and the cause of realizing the economic benefits of new growth points, obtain sustainable long-term development.

Well, the Internet enterprises how to cultivate their own brand value? Internet companies how to operate brands? Internet enterprises which can be achieved brands, extension and expansion? Internet enterprise brands how brands, the extension and expansion? Internet Brand gave the traditional industries and enterprises in which the chance?

Internet brand analysis

In order to understand the meaning of corporate brand, we need to first take a look at marketing the brand concept.

English brand brand from old Norwegian word.

“Brandr” intention to stigmatization. For the producers of differentiated products (including services). In this sense, there is a market brand product, it is the result of competition.

American Marketing Association (AMA) for the definition of Brand : Brand is a name, term, marking, symbols or designs, or combinations of them use its purpose is to identify a certain sales or a particular group of sellers of products or services, making it with the competitors of products and services to distinguish.

American master Milton Kotler Marketing : “In the consumer products and the establishment of a ‘love’ loyalty, the need for a transfer of emotional platform This platform is the brand. “According to this view, Brand is the target consumers and the public a specific things for the psychological and physical p p comprehensive certainty feelings and evaluation the crystal.

Brand is the core competitiveness of the synthesizer, the enterprise market is different from one another of the most important signs Consumer currency is a matter of voting. Brand reflects the business management of all content, from products, technology and staff to entrepreneurs, any one of the segments of the preparation will affect the reputation of the brand, consumers will influence the attitude of the enterprises.

Brand is marked, identifiable and diverse, dynamic, complex features one. Marker, is a brand with real distinction between the function marking, labeling is a brand most notable characteristics; identifiable, brand is a mark to make their play marker, is one of the prerequisites for its brand can be identified, Otherwise, the brand loses its significance; Differences, Brand dependent differences between carriers, It is this difference to create a brand shaped space, it is brand difference between one of the general characteristics; Dynamic, Brand is based on the changing conditions, including brand development, the development of a number of dynamic business process; (5) Comprehensive brand is attached to the quality of the vector special markings, its composition can be divided into “spiritual and cultural, component parts and behavior. ”

With these brands on the basis of understanding, following on the in-depth analysis of China’s Internet enterprises brand status.

Internet brand image

External brand image, including the brand name, brand graphic design, cartoon image of three brands, formed a common brand image system. Brand image is a brand of external content in the external appearance of a brand name with consumers exposed to the primary level. Discussion on the external brand image can be the basis for understanding the Internet enterprise brand awareness and perceptions.

Part I : Brand Name

Internet companies or products and services are generally named after three ways, a domain name on the web site as a web site name or as a digital product or service names, such as the 17173 website, www.51.com sites, and reason for this phenomenon, People from the leaked figures for the blind or psychological simple, easy-to-remember number to the rapid dissemination; The second approach is common Chinese name, or Chinese name and number combinations, the English as a brand name, directly show websites or the products and services industry attributes, characteristics, advantages, such as quality learning network, Pacific Internet. Chinese friends centers, were more common good in mind, the most widely used; The third is an exclusive, special use, and such use were generally more unique, such as Sohu, Sina, www, E. Long, Alibaba, Thunderbolt, electricity mule, QQ.

Brand name for the traditional enterprises is crucial for Internet enterprises are also the same. Good brand name, not only can consumers of the unique association, but also accurately reflects the characteristics of brands, have a strong impact, stimulate consumer spending sentiment, increase consumer desire to buy. For enterprises, a good brand name can also upgrade their image and products.

The name means different consumer groups give the impression and the Legend is different, its future extension and expansion space has been a big difference. For the first address of a domain name as a brand for the enterprise, its brand image is clearly very weak, can also be said of its brand image has created. While these sites may have a large number of user groups, is highly site, But obviously do not have brand conditions.

The second form is very similar limitations. Although the common name can intuitively enable user groups to understand the nature of websites, content and use of groups, But they lost their individuality and charm. The development of the network 10 years later, hundreds of millions of dollars for the size, not enough to make a unique domain name buried in the flood of information networks wave.
We can see a lot of common names for the competition in the market behind proprietary brand name case.

For instance, the leading search brand, not search network, but Baidu, online bookstore is not well-known brand books network, but they could serve. Excellence. Some of the early big winners like America Online, Amazon.com, and Alibaba, Sina, and so on are the exclusive use of the name is not generic name.

The most famous and most valuable brand names use proprietary, not a generic name. These are typical brand Coca-Cola, Microsoft, Mercedes, Disney, Intel, McDonald’s, Marlboro, Nokia, Nestle, HP, Kodak, etc. and Haier. From the brand protection point of view, the generic name due to its versatility, which led to the lowering of proprietary brands, Brand name not be protected. China would like blog encounter such trouble, “blog” is a generic name rather than exclusive, and Now networks are an unknown number of blog sites, but you can not prevent them which one called “blog.” Common brand name for brand development and further promote caused trouble, China now launched a blog launched “bokee” domain name for brand promotion. But in any case, because the brand name brands to errors caused irreparable losses.

Through brand can be analyzed, the Internet enterprises there is a certain misunderstanding, the first is the domain name equivalent to brand name not only caused business brand, followed by the pursuit of a simple, easy to remember and easy to make imitation name, unable to establish brand recognition and the fact that they are part of corporate brand name confusion.

Perhaps the future will have a large number of very considerable market share, have a lot of groups use the Internet to start a business name campaign in the Internet era of brand management reconstruct its own brand personality and brand management to keep up with the pace.

Part II : Graphics brand image

Most Internet businesses have their own web site, products or services designed brand graphics, in general there are three forms, The first one is the domain name or the name of the font design, the second is dedicated graphic design and the third is in English, figures, a dedicated graphics design portfolio, and this combination is not the resolution, such as China’s Talents net.

In this three forms, for the use of the Internet groups, the differences are not obvious, However proprietary graphics image enterprises obviously different and more expansive.

Similarly, those who can imagine no dedicated graphics enterprises, future must also consider whether we should reshape their own brand graphics.

Part III : cartoon image

Internet products and services with the use of groups in the emotional, psychological link far greater than that of traditional industries, and this connection in some Internet using a cartoon image after more prominent. Through the cartoon image of network products and services to people, it will be the online activities of Internet users in a cartoon image. More groups to use the emotional and psychological touch, some of the Internet business success, one of the main factors. QQ Penguin cartoon image is the most successful application of the cartoon image of cases.

Cartoon image spokesmen on behalf of the brand image and personality, brand and consumers of effective communication. Its functions include various media campaigns, brand information dissemination, expand brand recognition, awareness; In public relations and marketing, and the proximity of the audience “communication” and facilitated the purchase, build brand reputation and loyalty. Cartoon image of the role of marketing in the 21st century is becoming increasingly important.

A noteworthy fact is that the United States “Advertising Age” magazine based on effectiveness, sustainability, recognized degree, and the cultural impact of the criteria selected in the 20th century will have the most resonance market of the 10 strong brand image. They are : the Marlboro cowboy, Ronald McDonald, the Jolly Green Giant, Beidikeluoke, Energizer rabbit, Piershiba inside Mission dolls Maijiema aunt, Michelin, Tony the tiger, cow ESIL. 10 brand image identification is not without exception cartoon image, or cartoon of the distinctive features of the visual image.

Undoubtedly, the Internet economy is an experience economy. Experience under the economic use of the Internet to attract enterprise groups is the only way to experience marketing. Cartoon voice of “experiential marketing” brand and communicate with consumers in a carrier or the media, in the role of perception, identity and obtain a copy and run their own souls of the senses, spirit of all the feelings — experience; in the lap, the consumer’s own values, personality characteristics, life stories, as performance in the role was also fully realized and accepted. Experiential Marketing is most impossible to ignore the element of entertainment elements.

So far, Tencent Penguin cartoon image is the most popular, it had come from the reality of the Internet world, has become a favorite consumer groups, the most popular cartoon, Tencent brand value of the improvement and upgrading operations played a critical role.

Internet enterprises other cartoon image of an electric donkey cartoon image software download websites DUDU cartoon image of zebras, Cat flutter flutter network of small cartoon image love you net for a happy cartoon image of villains, grand circle of cartoon image of happy families, Together the doby (beans ratio) cartoon image of China Mobile wireless instant messaging fly letter cartoon image TaoBao Ant cartoon image.

Under the influence of the CBC, Some enterprises pay more attention to the Internet at the consumer groups collected in the form of a cartoon image to enhance their brand recognition and U.S. honorary degrees. February 27, 2006 Together with network companies began selecting the mascot for the World Together levy, and theme song collection. March 27, the mascot of the levy were announced that entries were “doby (beans ratio)” has become a mascot name. Meanwhile, Together is the same as Tencent image of the cartoon characters toward the direction of extension of virtual launched Together show. Together show the cartoon image of the featured match has invested great efforts to address the many different user groups different needs, Together will launch Together breakdown of the show, based on different sets of users is launching a cartoon image.

Internet enterprises cartoon image heat actually only just begun. While a growing number of enterprises using the cartoon image of the brand as their spokesmen, However, the majority of the cartoon image far failed to reach Tencent Penguin cartoon image by netizens known, Many cartoon image of the well-known, low by love, the promotion of enterprise is also lacking.

Under the brand name, brand graphics, cartoon image of three aspects of analysis, We found Internet enterprises brand image-building presence following three questions :

First, the majority of Internet companies in the operation and development of the absence of a clear branding strategy there is no basic shape brand awareness, and neglect the brand image of the mold, which gives the brand image of weakening.

Secondly, In some segments of the market or in a leading position among enterprises due to historical reasons brand image design is seriously flawed and Although a large number of user groups, but to create brand value to provide a good foundation.

Third, many enterprises misconception that simple remember everything, In considering business not to the core value of the brand design based on the importance of brand image. business philosophy remains on stage products and services.