Brand Is The Core Competitiveness

Brand can became the core of competitiveness of a magazine, and a successful magazine brand could also protect and enhance the competitiveness of the magazine. Any real brand magazine was bound to be a highly competitive magazine. However, in today's competitive environment, in order to establish a brand, Especially established an outstanding brand is very difficult.Te Bie Guan Zhu was established in this difficult time,and grew smoothly as a well-known brand names, thus, Te Bie Guan Zhu's brand phenomenon was worthy of deep reflection and study. This paper choosed Te Bie Guan Zhu as a successful example, and wholely researched its brand, hoping to summarize a path of our journals brand creating.This paper was divided into three chapters: Chapter 1 1 focused on analyzing Te Bie Guan Zhu's brand personality.The entire chapter meticulously analysized Te Bie Guan Zhu's six parts,such as name,cover, published emblem, foreword, original articles and statements;The second chapter studied Te Bie Guan Zhu's brand value. This chapter displayed two dimensions of the magazine's brand value,one was the state,the orther was the potential. At the same time, the chapter also recovered back to explore the causes of Te Bie Guan Zhu's brand value, and summed up four factors ,the quality of services, advertising and events;The hird chapter went to the magazine's cultural dimensions, research Te Bie Guan Zhu's brand culture. This chapter analysized how modern culture and traditional culture, alien culture and national culture manifested in Te Bie Guan Zhu with text analysis.this paper Comprehensively used symbols semiotic analysis, text analysis, comparative analysis and other methods. First, analysized Te Bie Guan Zhu's personal symbols with symbols semiotic analysis; Second, analysized Te Bie Guan Zhu's Characteristic plates with text analysis; Third, Compared it with DuZhe.After analysized the Te Bie Guan Zhu's brand Comprehensively, this paper Researched and sumed up the underlying causes of its success, then further pointed out that a magazine with core competitiveness,must have a unique brand personality, rich brand value and the profound brand cultural.