Channel's Brand Building In The Time Of TV Branding

Television channels are embarrassed facing the trend of convergence of contents, orientations and forms with the enhancement of the specialization and the industrialization. It is absolutely necessary to obtain the specific distinction and orientation in order to attract the audience in the fiercely competitive market and meet the demands of the numerous and well-diversified audience. Since the products'techniques and forms are easily to be imitated and caught up by the competitors, only if the distinct brand image is established in the heart of the audience, a channel can get its distinct predominance and set a barrier hard to remove so as to get the opportunities to develop.Aaker, an American brand management master, pointed out in his Brand Identification theory that brand strategy makers should keep in mind that a brand should be considered as a product, a person, an organization and a symbol. He thought a successful brand should be built by a clear brand identification strategy with above 4 aspects and engage in being consistent with its image in the consumers'hearts. Aaker's brand identification theory not only provided the general industry insiders with a new angle of view and a gracious proposal of brand building, but also played an important guiding role to the Chinese television media in the complicated circumstances.As the competition is getting fiercer and fiercer, the media all over the world emulatively build their own channel brand. Being the only national news channel, CCTV News Channel represents the highest level of TV news broadcast in China mainland and is an important bridge for China communicating to the world. The brand building of CCTV News Channel will play an important role not only to itself, but also to the development of CCTV.Based on Aaker's brand identification theory, this study analyzed the brand building of CCTV News Channel through the four aspects of personality, symbol, content and company culture. Meanwhile, comparing to the brand building practices of other renowned foreign media institutions, this study discussed and summarized the advantage and disadvantage of CCTV News Channel in brand building to provide some suggestion to other domestic television media in their brand management.