The Study Of Dahe Daily's Brand Construction

Having been developing for almost ten years, the marketing operation has entered a new stage. The competitions among various newspapers, especially those newspapers which aim to serve people's city lives in a certain region, have also stepped in the age that is full of the competitions among different brands. In this era, the conception of brand becomes an important component of a newspaper's competitiveness and a significant means to win in the competitions. As a comparatively influential newspaper who can be considered successful in newspaper marketing operation in central China, Dahe Daily has accumulated plenty of experience in its brand construction. It is taken for an example here to discuss the meaning, functions, methods, strategies, even the problems and how to solve them of the newspaper's brand construction. Such discussion will surely provide certain theoretical suggestions for Dahe Daily's progress. Meanwhile, it also enriches our studies of the existing newspapers'brand construction.The body of this paper is divided into three parts:The first part: the meaning of newspaper's brand and the necessity of the its construction. The meaning of a newspaper's brand is based on the conception of ordinary brand. Because of the nature of newspaper in terms of culture, the newspaper's brand has its characteristics which differ from those ordinary brands. Such characteristics are credibility, proximity and usefulness that consist the significant meaning of a newspaper's brand. A famous newspaper brand means the excellent qualities and contents. Meanwhile, it also refers to its readers'preference. It is the unique weapon to preoccupy the newspaper market, the effective way to get advertisements and the invisible assets for operation.The second part: the analyzes of Dahe Daily's experience for its brand construction. It is the most important part of this paper. Dahe Daily started from scratch on its way to...