Discussion On Brand Building In The Newspaper Business

The Chinese media have entered into a brand era at the turning point of the new century with the development of market economy. Brand consciousness and brand itself will become the crucial support point of media reform and the original power to construct the new medium pattern.Based on the first-hand material of marketing management, this thesis combines the brand theory of common products with particularity of newspaper as merchandise and tries to give attention to theory and practical operation with equal importance simultaneously. With the pervious scholars' research achievements, this thesis emphasizes merchandise property of newspaper and strengthens the significance of newspaper brand attached to society attribute. This thesis discusses the core section of the construction of newspaper brand thoroughly. This thesis begins with the discussion of the concept of newspaper brand and elaborates the position of brand, the newspaper brand identity and the newspaper brand communication.