The Discussion About Internet Brand Management

The article take Tencent as an example, try to discuss the experience of internet brand management in the context of internet economy. Before exposit the characteristics and content of internet brand, the article introduces the concept of internet economy and internet brand. The analysis focused on two aspects of the internet brand management: brand identity and brand extension. According to the brand identity model of D.Aker, Tencent's brand identity can be divided into four levels: products, organizations, symbols and personalities. "Tecent" and "QQ", the two brands of "tencent", have different brand identity. "QQ" have a clear identity which is young, fashion and full of personality but "Tencent" is not. The extension of Tencent is inclined to use a single brand, only one or two brand play a major role. As a result of too rapid expansion and lack of scientific management, several brand extension failed. The more serious consequences are brand identity confused and brand structure disordered. The solution is to integrate existent resources, reorganize brand structure, strengthen brand identity, thus, "Tencent" will be a famous firebrand on the internet.