Brand Marketing Research Of Chinese Journal

Brand marketing, which is taking advantage of derivative effect and function of brand, often vividly described as the third kind of marketing. It's different from general marketing on the functions of product identification , information condensation, safe consumption, value enhancement and decision simplification. It's a systematic engineering. The brand construction is its basis, the marketing strategy is its priority, the image updating is its challenge and the operating trend is its future.The fundamental principles to construct brand marketing of journals are making decision scientifically and locating precisely, establishing individuality and promoting brand asset, building bridge and developing level effect, bringing up loyalty and enhancing brand reputation. Brand marketing of journals has five commonly used strategies: single brand strategy, multi-brand strategy, vice-brand strategy, co-branding strategy and endorsed brand strategy. And it has six aspects of creative: top-quality creative, characteristic creative, humanistic creative, scale creative, creative to seek something new and management creative. Currently the brand marketing of journals in China adopts brand extension strategy most commonly which has five principles: popping out essential values, promoting the brand association via product relating, analyzing market share and seizing the heat product, showing distinctive name and eliminating fuzzy cognition, estimating sufficiently and having emergency measures.The development process of journals, readers' demands, market locating and the law of brand building indicate that is necessary to update the brand image to make sure the promotion of brand marketing. And three misconception need to be eliminated during updating: image aging is natural result. Updating means cut off the past and rebuild it; Readers are our God, they decide how to update; the brand image is completely new after updating and the new one becomes the goal for brand seeking. There are six strategies of journal's brand image updating: content updating strategy; name updating strategy; identifying symbol updating strategy; slogan updating strategy; spokesperson updating strategy.The trend of Chinese journal's brand marketing has four directions: scaled; integrated; internationalized; localized.