The Strategy Of Double Brand For Wuhan Evening Newspaper

There are five kinds of urban newspaper in Wuhan. For those papers, persoanlity is the key to draw from their homogenizational competition. Wuhan Evening Paper, one of those paers, has found its' trump which consists of celebrity brand and product brand and such a trump has become its' core competitiveness. Under this trump, it has yield social and economic benefit. And, its' advertisment and circulment has been rising for 6 years, and receives most awards and complete confirm from the party committee ang government.Double brand strategy is the result of its innovation. Although, it is just a busineess way, it's utmost object is to realize it's dream that is making bebefits for mass by combining market rule and journalism rule so as to realize social and economic benefits and making itself be the popular brand in the country and the elite in evening papers. Making benefits for people shows the combination of papers' party character and people character and reflects party principle in journalism and practise this principle in the daily events.Double brand strategy experiences the stage of birth and development. It's birth dated back to 1980's and 1990's. At that time, a famous reporter Fan chunge and her works popularized in the whole city. In this century, represented by the famous reporater Hujun, many famous reporters and works appeare and forms a strong group. Fanchunge is a single brand because her workroom emerges from her brand's great success while Hujun's success lies in his column Hujun View, and this brand reprensts group's. Their change fits to the change from single brand to double brand and from double brand's birth to full practice and brand' consciousness' birth to development. So, from their realtions and inheriting and developing we can see this development path.Double brand would increase Wuhan Evening Paper's competinivess from 7 aspects, firstly by using imitativenessless to stengthen its personality and secondly by using symbol to increase its value and thirdly content subdivision to commmunicate harmonious culture and by using idol worship to increase its authority and using people foremost to encourage its workers and using resource integration to to increase the system's orderness and finally using brand to increase its intangible assets. And there are 7 points to improve double brand by enhencing brand protect, robusting brand management institution, enhencing brand plan and attaching importance to analysis, making the brand position clear amnd increasing consistency, widenning brand force, optimizing management and enhencing brand feedback.