A few years ago, people were still debating whether brand awareness was one of the goals of online marketing. At that time, the goals of most websites were the following four aspects: implementing e-commerce, increasing potential customers, serving as information dissemination media and self-help channels for customers. Nowadays, the view that websites can promote corporate brands has been widely recognized. Enhancing brand influence has become one of the important goals of leading enterprises' websites, and it is also the focus of their online marketing investment.

According to the analysis, network brand has become one of the important goals of network marketing, mainly due to three reasons: users spend more and more time online, broadband is widely used, and the brand promotion effect of online media is better.

1. Users spend more and more time on the Internet.

The survey shows that users spend almost the same time on the Internet as watching TV, so many enterprises spend more and more marketing budget on online publicity.

2. Widespread application of broadband.

According to the survey, by 2008, 84% of American families will use broadband internet access, which makes online videos, music and other special content widely available to netizens, and these content forms are very suitable for brand promotion.

3. The brand promotion effect of online media is better.

According to the survey in 2005, 66% netizens think that online media is as effective or more effective as traditional offline media. The extensive publicity of brands on the Internet can be reflected from several data.

In fact, online brand is one of the comprehensive effects of online marketing. Almost all effective network marketing strategies have the function of promoting enterprise network brand, such as search engine marketing. Although the company's main role is website promotion and product promotion, the role of search engines on online brands is also very significant.