What is the concept of brand？“A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors ”,said Philip Kotler. Brand promotion is widely used in the field of marketing and advertisement. In the history, the brand itself has undergone a process of development. Different people have different understanding of brand. As the Internet has a great influence on human lives , the traditional method of shaping the brand was affected and challenged. Because of the rapid development of the Internet, the network gradually become a powerful tool of brand shaping and promotion in the new era. This day is the day of networks. Some researchers compare and study the time spent in the process that the electronic media reach 50 million users , and they found that radio took 38 years , television took 13 years while the Internet just took 5 years, while the Internet only took five years in the United States . We can see the great impression the network made on the consumers. The network gives brand management a good stage , and make the relationship closer between the enterprise and the Internet users . By means of brand promotion on the network , traditional companies make consumers form a whole, get a compositively good impression and emotional identity, and establish enterprises as a whole Brand image and enhance the competitiveness.
In this paper, we start from the network economy status, then briefly describe the Net-based strategy of brand promotion, and combine with the analysis of Geely Automobile promotion scheme at network to explain the excellent and necessity of using the Internet to promote the enterprise brand . In this paper, the structure is divided into five parts. The first is about the background of brand promotion and the status of the network economy. The second part is about the development of concept of brand and research of the status. The third part is about the traditional model of brand promotion and the fourth part focus on the analysis of the strategy of Net-based brand promotion .At last we analyze the methods of promotion and the result with a case .
