Travel Magazine's Brand Image

With the gradually mature of Chinese periodical market, the number of magazines grows fast; homogeneity is the serious phenomenon exists, so "brand" is the primary element when readers buying magazines and the competition of magazines in a period of "brand competition". In the process of brand strategy, brand image is the first and the most important part. A good image can help magazine to enlarge its social influence and improve its economic gains, so brand image is the key ingredient of brand competition.Tourism magazines development was late, so in the process of collectivization and industrialization of periodical, it also faces similar problems:so many in quantities but lack of famous brand. Tourism magazine have higher dependence on its brand image based on its ornamental characteristics, and the image-building is more important. Now the research of brand image for magazines is in an exploring period, many scholars did some research about it, but on tourism magazines, this kind of research was not so much. This thesis traces the theory of brand image, reviews relevant concepts and tries to find out the critical path of brand image-building of tourism magazines.Trends Traeler is selected as sample in this thesis because it is relatively successful in brand image-building. Now Trends Traeler keeps a leading position in China's tourism magazine market, by analyzing its cover, content and relevant extending activities, tries to find out the three main paths of it on successful brand image building. This thesis is a research about the way of sculpturing essential element and brand image of the whole tourism magazines by the "Trends Traeler" case study, and hopes to provide a reference in brand building of the tourism magazines.