A View Of Brand Modification Of Internet From Sohu-com's Success

Brand is used frequently in Marketing & Sales and Advertisement. Brand experience a development in history, and different persons have their own definition. As Internet technology has and deeper and deeper influence on economy and society, traditional brand creation method meet great challenge. In this paper, it is discussed and concluded that, in the process of transformation from traditional physical environment to Internet virtual environment, as the one of the representative of new Internet Industry, the successful experience of Sohu Incorporation on creation of brand, spreading tactics and strategy, and the general principal of creating a brand.The paper is consisted of 4 parts. In chapter 1 , It is explained that the necessity and significance of the research, main content of research, and research method and structure. Chapter 2-4 is the main body of this paper. Chapter 2 discusses the creation of Sohu brand from external environmen and explains the traditional culture origin of Sohu brand from internal. Chapter 3 elaborates how Sohu creates brand dynamically. After the successful experience and strategy is concluded, challenge and secret worry are also presented in the creation of Sohu brand. The central point of this paper is to discuss the creation of Sohu brand, however, it is not confined to Sohu itself, but on the Internet brand creation, an important and imminent topic. So at the forth part of this paper, on the basis of briefly introduction of present status of internal Internet brand creating, the general principle of creating Internet brand in networking era is discussed and concluded.The creation of Sohu brand takes the shape of fox, a set of standard and regular external static elements are used, and the vivid fox image is borrowed. Essence is included internally in brand. Modern value concept, such as fashion, enthusiasm, avant-garde, youth, and energy are combined with the external brand elements, traditional Chinese culture is integrated, and then the peculiar Brand add-ons values are built. Sohu brand is based on traditional Chinese fox culture,and is acknowledged by immense Internet surfer because of culture emotion and traditional culture, which is the stand of the success of Sohu brand. The key reason for the success of Sohu brand is that traditional value concept is united with modern life fashion.Sohu uses the brand as the core aspect in the whole marketing and sales process, and efforts to unify its public image by using every kind of mass media in a consolidated way. All its activities are designed to 'magnify' the 'fashion, treachery, avant-courier and enthusiasm' image of the Sohu brand, no matter in its CEO's public show, or the story of its brand which wants to personalize the brand. The marketing and sales activities have some features in common: firstly, paying emphasis to the need of the customers, communicating the value to the customers in the marketing progress; secondly, paying attention to the unification of the image of the brand, using 'the same voice' in the advertisement, public relation, CI and marketing activities to build a favorable public image; thirdly, placing the branding as the precondition of the marketing,. The reason why this paper pay attention to those brand spreading activities is to find out the core value of the brand and analyze the relationship between the connotation of the brand and those activities. The activities themselves are not what I am interested to study.Through analyzing and summing up the special features of the shaping of the Sohu brand, we find out that the way to shaping the Sohu brand has a lot of commonness with those traditional mass media. The commonness is decided by the essence of branding and the degree how much do people depend on the virtual world. No matter Internet brand or traditional brand are both a kind of relationship between products and customers. This kind relation has nothing to do with the progress of technology. So the shaping of the Sohu brand still has a lot of commonness with traditional metho...