On The Brand Management Of The Modern Media

Using the theories of journalism, mass media, marketing and sales, as well as the knowledge of brand management of modem media, this thesis analyzes the background, mission and principles of brand management of media in China, and explores the possibilities of exercising these principles. The thesis is based on the current situation of media in China, finds truth through extensive observation. The purpose is to design successful strategic brand management methodology to increase media effectiveness and expands its influence. Once the investment in the media is secured and further grows, it will have positive impact on the effectiveness of media in return. The media shall, as a result, make new contribution in the current historical process.