Internet branding

Internet branding (from the English. Internet branding or e-branding) is a relatively new marketing term for the CIS countries, which covers the whole range of activities related to the creation and promotion of a new or existing brand on the Internet. The work on creating an online brand may include the development of: brand name, trademark, information basis, positioning model and strategies for promoting a future brand, etc. An important aspect in the complex of online branding is the legal registration of a trademark and commercial names (products or services), which in the future avoids various manifestations of plagiarism. Active promotion on the Internet, is the final phase of all preparatory work, and includes the development and implementation of a comprehensive individual marketing communications program using modern Internet technologies. Marketing communications begin with the creation and content of the website, which is then optimized for search engine promotion. In addition to events for creating a website, banners, etc., the marketing activity program includes: search engine promotion (SEO, contextual advertising); PR events; publication of information in online catalogs, message boards, information portals, blogs, social networks; writing and publishing analytical or review articles; banner, video, audio advertising; conducting web conferences and seminars (webinars); participation in virtual exhibitions; creation and implementation of loyalty programs; e-mail marketing, etc. In the process of implementing the Internet brand promotion program, monitoring of marketing activity is carried out in order to quickly correct strategies and tactics. At the end of marketing activities, an audit is conducted with a focus on the originally set goals and objectives.

The features of online branding include:

• the ability to reach a wider audience compared to traditional communication channels;
• the relatively low cost of marketing activities on the Internet;
• high speed of information dissemination;
• the possibility of operational management of all processes;
• the ability to receive feedback and build a dialogue with representatives of the target audience.

The result of Internet branding is the emergence of both independent Internet brands, all marketing activity of which is carried out only on the Internet, and the "electronic versions" of existing brands integrated into the Internet.