Management Of User-Based New Media Brand Equity

As intangible assets of an enterprise, brand is receiving much more attention now in marketing competition. The rise of new medium leads to the upheaval of traditional media, make them to seek transition by multiple paths but have had no effect. In this context, the present paper combines the discipline of marketing management and communication, introduces the significant theory of brand equity into the scope of new media brand, aiming to offer a valuable proposal to traditional newspaper industry.The body of the present paper includes two main parts, theoretical modeling and case analysis. In the first part, as there is no set definition of brand equity, I have raised a new six-factor conceptual model of new media brand equity by a innovative way. I made a qualitative research on it which may fill a vacancy of theoretical study.In the second part, I chose THE PAPER as a case because it is relatively successful on brand building and management. In this part, I tested the conceptual model which is proposed in the preceding part of the paper, including a systematic analysis of the six factors - brand awareness, brand image, interactivity, brand loyalty, platform, resource. The purpose is to summarize some universal laws to guide the transformation of traditional media industry.