Media Brand Development Strategy Research

The article starts with putting forward the importance of study of corporate brand strategy. Firstly, the author turns her attention to how to define the media brand and the general brands. Discussion and debate about the relationship between Chinese media and the government is not new. On behalf of the tongue of CCP and Chinese people, the media has two kinds of characters meeting the needs of subsistence, competition and development.In succession, the article analyzes the experience of the corporate brand strategy with some successful examples, such as Readers Digest, Financial Times, Chengdu Business Daily and CBN.The academic emphasis was told by the design of corporate brand strategy on Shanghai Morning Post. The aim of this traditional media is going to be a practical information provider. The orientation of it is the no. 1 brand in circulation in all dailies in Shanghai, which called "the news breakfast of Shanghaiese". As a crucial part of newspaper, the author tries to set forth the brand strategy of Shanghai Morning Post in follow ways: name, logo, advertisement communication, circulation enlargement, and so on.Given Chinese press is on the road of brand development just now, and Shanghai Morning Post has a short history of eight years, the author wants to provide new angles of view and thinking multum in parvo.