Online branding is a critical aspect of what will make a brand to project its image among other competitors in China. Every brand that will create product awareness in China has to present good product image, visibility and community management through press relations.
The first impression any brand creates in the sight of consumers is the name of their product or services. The sharper the image of any product is, the more that product will be patronized by consumers. It is important for brands to rank high even in search engine result because visibility and good image count so much in branding
Online branding takes into consideration the design pattern of a product and how it affects the sales popularity to the target audience. The visual choice shows how much the product can be seen by your consumers, while your logo is an emblem of brand identity. These two combined choices need to be relevant, coherent and cleverly design to meet the acceptable parameter of the target audience. If online branding is based on identity, a brand can then choose relevant colors, striking logo, a hard-hitting slogan and image capable of instigating emotion with potential customer or people who look like the potential target to identify.
Online branding will look at the strategic positioning of this campaign in terms of geographical position, the age, the core category or the gender and choice of media approach. The target identification and media choice to reach the community in China are always effective going by internet word-of-mouth on social platforms like Weibo, RenRen, blog posts, banner display, influencers and key opinion leaders. This tool must target the perfect projection of online branding by bringing out the good image of the product.
Online branding is perfect when a quality picture of brands is displayed for community awareness, especially in videos. The Chinese consumers want to see what the brand has to offer in terms of quality and beauty. Using Digital Advertisement banners like display retargeting, online portals, contents and billboard screen, improvement can increase in online branding. Videos can be used to communicate the branding quality to consumers by displaying the product logo and all information related to its promotion. Storytelling using the key opinion leaders and stars to impress the internet users about the quality of products can improve online branding. SEO keyword ranking can increase online branding as the Chinese will be seeing the product image while browsing through the search engines like Baidu. Social media have played significant roles in improving the online branding especially the popular ones like Weibo, WeChat RenRen, QQ, Qzone and others. Social media strategy can be framed to brand a product so that the image will create awareness among the Chinese. The branding effort should be to build a strong brand image that can improve reputation.
Online branding in China cannot be complete without a strong e-reputation to turn consumers’ attention from negative criticisms, misinformation and bad opinion about a brand. From online press relation portals, banner display marketing, billboard screen, social media platforms, blog posts to content and copy writing, information given should project brands positive with testimonials for positive results. Added to these tools are the key opinion leaders and the Chinese influencers using word-of-mouth campaign for online branding.
Press relations online portals to improve branding projection
Market brands on Chinese social media like Weibo to increase awareness
Connect brands to key opinion leaders for online branding
Provide brands with effective marketing survey on product image
Provide brands with high-quality products videos for image marketing