The Establishment Of The Newspaper's Brand Personality

The newspaper' s entrance into an era of brand competition has made brand construction an indispensable question for newspaper in China. This article tries to analyze, in five respective parts, the establishment of the newspaper' s brand personality, a very important aspect in the construction of a newspaper brand.The first part of this article points out the unreversibility of the marketing progress of the newspaper in a brief review of the interactive history between the operation and the national policies in newspaper in China. In analyzing the outer environment of newspaper, the author holds that to newspaper in China opportunity and challenge stand side by side by a careful examination of the present competitive situation and the existing problems in newspaper, and comes to the conclusion that newspaper competition remains in a low standard, which leads to an anticipation of the coming of a brand operation era in newspaper.In the second part, this article, based on the comparison and analyze of the definition of BRAND, tries to make clear from a semiotic point of view that brand is but a communicative symbol with profound meaning which signifies a particular product and service. The relations between brand and significant consumption is also revealed afterwards.In the third part, with restriction of the definition of personality in the field of psychology and with reference to the semiotic significance of brand, this article tries to define brand personality as the personalization of the connotation in the brand. Furthermore, by summarizing and inducing the previous researches, the author offers standards to classify and evaluate the personality of a particular brand.In the fourth part, by considering the commercial features of newspapers as a special commodity and analyzing the definition, composition, functions and the reproducing procedure of newspaper brand and personality of newspaper brand, this article presents a concise outline of newspaper brand and its personality.The fifth part deals with the forging of the brand personality of newspaper. The forging of the brand the personality is a part of the comprehensive construction of a newspaper, so the exposition on the newspaper brand personality is disclosed closely related to the construction of newspaper brand. Adhering to three factors, the brand orientation, the product design and brand communication, which are closely-relating to the personality construction of newspaper brand, this article offers some references in the construction of newspaper brand.