Brand Communication Of The English-language Newspaper Of China

"Brand", initially invented as a concept of economics and management, is now more often applied to the media management. The brand communication of news media is to meet the need of the economic and social development and also is the inevitable result of the fierce market competition. It is a huge system that runs through all the aspects of editing, circulation and advertising, and also has direct effect on these aspects and thus influences the competitive strengths of the media.With the significance of the brand study, this paper selects the brand communication of China's English-language newspaper as its research subject, which mainly refers to the present-day English-language newspaper of China's mainland. The purpose of the paper is to find out how the English-language newspaper should do the brand communication and how it can maximize the effectiveness of the brand communication and thus promote its brand awareness, brand perceived quality, brand association and brand loyalty.With the mode of the communication between the"source"and the"audience"according to the theory of communication studies, the paper analyzes the interactivity between the"source"and the"audience". In view of the features of the audience, it discusses how to better convey the brand information to its audience. The"source"here refers to the English-language newspaper which is a system including editing, circulation and advertising departments. The"audience"can be sorted as three groups, that is, readers(including potential readers), advertisers and opponents.Based on the theory of brand studies and the marketing practice implemented by the mass media, the paper summarizes the tactics of brand communication in the two aspects of brand establishment and brand marketing. In the section of brand establishment, it includes how to establish the brand position, brand recognition and brand value. In the section of brand marketing, it selects three effective brand marketing approaches, i.e., integrated marketing, event marketing and relationship marketing. At the end of each section, there is a successful example of other media respectively to further support the arguments. The paper mainly applies the qualitative study method, with quantitative study and case study as its supplementation. The quantitative study and case study are based on the qualitative study, and their results act as grounds for the arguments of qualitative study.It's hoped that the paper will have certain reference value and arouse more attention to the research on the branding communication of China's English-language newspapers.