| Brand planning of news media is an under-developed research aspect in current academia. However, bearing the strong potential for application, it is to become an essential part in media management. Adopting the theories of various aspects, including communication, journalism, marketing and media management, this essay tries to explain the concept, connotation and scale criterion of brand planning of news media. And its significance, applying strategy, as well as error in planning will also be discussed.Brand planning of news media is of great significance to media management. An outstanding planning paves the way for news media to win the media market under the cutthroat competition.A careful brand planning of news media is an important approach to improve both the social and economic benefits of news media.
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