"southern Weekend" Brand Image Path

The brand competition of newspapers is very important on the one hand, the keys is how to build the brand image that is itself, but, the path is the important things. "Southern weekly " as a development history with 23 weekly newspapers and its development process contains a lot of thinking. More and more research is about report content and layout, specially in reports characteristics and layout characteristics. Which has been on the "Southern weekly" brand image research concentrates in how topreserve brand image,that is a preconceived standpoint. But,the research of our study is that "Southern weekly "how to build its brand image.The research method is we should look at this from a historical standpoint,and study the energetic quality of test. Through such studies,we hope that find the general rules of newspapers brand image building for the relevant study. Here, the "Path" is the focus of this thesis and is the basic framework. The Introduction first conduct research on; Part two, the paper will focus on the brand and brand image; Part three, the paper will examine the Building Brand Image of" Southern weekly " in the history; Part four the paper will examine the " Southern weekly " brand image-building path to the special orientation -intellectuals writers; Part five, the paper will study " Southern weekly " New Year special editions under the topics clues and the image advertisements. The part three,part four and part five is the focus of this paper.