Research On The Network Advertisement Based On The Brand Image-Shaping

With the development of economy, the competition between numerous enterprises extends product and service to the brand culture.What’s more, establishing a strong brand image is the key of brand competition. Internet media is changing the traditional communication ways which brings new opportunities and challenge for shaping the brand image.Although there are some successful cases of building the brand via the internet media, how to deeply investigate Internet advertising is nota very mature research.Firstly, we study relevant theories about the brand image and Internet advertising and analyze the advantages and disadvantages of establishing the brand image by Internet advertising to lay the foundation for the progress of the full text. Secondly, we research in depth on the Internet advertising in the process of shaping the brand image and propose that Internet advertising shaping the brand image is a dynamic process.And we should consider of the two effect factors of online advertising.According to the product growth cycle, brand period is divided into the brand new input, brand growth stage, mature brand, brand fading.We suggest that different periods of network advertising strategy expansion:new input to pioneering Internet advertising is given priority to, the brand growth period mainly propulsion persuasive network advertising, brand maturation strong build innovative network advertising, brand fading tendency on the strengthen sexual network advertising, in the combination of case for argument validation.Thirdly, we concentrate on the research procedure of Internet advertising for shaping the brand image. First we should identify the brand image and take into account product, target market and competition orientation before creating Internet advertising. Then we put forward three network advertisement design principles of the brand image, which are named attention gathered strategy, precision on the strategy, interactive experience strategy and brand culture strategy on the analysis of the enterprise culture and network advertising characteristic. Finally the brand image-shaping is implemented into the show of network advertisement’s design. We summarize the process of reading elements, presenting style and specific ways step by step.This paper based on many disciplines to argument the importance of network advertising design brand image and the design principle should pay attention to of the product promotion into brand promotion network advertising design, and attempt to summarize a systematic integrated brand image-building network advertising design method, and at the same time, it will be introduced to the brand image in practice, contribute most meager strength for our country to build national brand.