United States, "national Geographic" Brand Building Research

At this time,the competition of media has been escalating, brand becomes technical innovation, quality the edge tool of get the upper hand of that the market competes. This study is about to research the Brand construction of.As the ancestor of all the human geographic magazine,is the best model whose experience deserves the human geographic magazine of china reference and study.This paper is divided into5 parts.The introduction and chapter 1 are summarizations about the research background and the history of the magazine .Chapter 2 has begun to enter the full text of the chapters focus. Brand sale make the first weapon in competitive pattern, construction of banner. First is brand position, includes the analysis to magazine's audiences and the location of magazine's contents. The second part is about distribution and advertisement. innovates and controls the ad space to improve the quality of magazine and enhance the quality of ad information. Human resource management, specialization, improvements of service level and bands is the competitive superiority of magazine. This is the main content of chapter 3. Human resource management is about the perspectives of chief editor's attainment, aim of the journal, and the special qualities of photographer and editor. Make a brand with character. The quality control of brand is actually the way to make magazine brand. The produce process management is the important part of 's management.A successful brand often possesses abundant cultural connotation. Chapter 4 discusses the magazine's including the magazine products and the essence of culture. The symbols of the magazine product is a substantial body to reflect the brand culture of magazineIn my view, the symbol of the magazine product is a substantial body to reflect the brand culture of magazine cultural. The magazine products consist of the external symbols and internal symbols. In the first part of chapter 4 is about the external symbol .the external symbol is mainly the various element of the magazine's cover, including magazines logo, cover images, the name of magazines, and standard color. gives the author direct visual pleasure by its unique visual language. The second part is about the brand values and the aim of brand of magazine's culture. They are all the essence of brand cultural of The last chapter analyzes the achievement and position of the with its publishing history of over a hundred years. The last chapter is about the successful experience ofmagazine and its inspiration to the brand building of Chinese journal.