Nanjing Metropolitan Newspapers Brand Image Contrast Analysis

In the ever-competitive Nanjing newspaper market, the homogeneity of newspaper gets more obvious, a lot of newspapers regard brand-building as a long-term development undertaking, in order to implement competitive differentiation. And establishing a brand image is the prerequisite and foundation of brand strategy. This paper presents the differences in their respective brand performance, as well as the reasons for these differences based on the research work done on Yangzi Evening News, Jinling Evening News, Modern Express,which occupy the largest market share in Nanjing.The article states that it is just their own different behavior in reporting that has resulted in their respective anthropomorphic image in the reading public. Brand labels the key competitive capacity of a newspaper.This first chapter introduces the theory of brand image and brand image-related research accomplishments, the second chapter makes a comparative analysis of brand image of the three newspapers from visual identity, behavioral identity and ideological identity. And then it gives a definition of their respective specific image. Chapter Ⅲ analyzes the specific reasons for the different brand image.The article analyzes the different strategies in brand image sculpturing of the newspapers and the influences of differentiation in brand images on the objective reading public and newspaper sales by comparing Layout, Text segmentation, Social images sculpturing etc.Although the brand building of the category of Urban newspapers in Nanjing is still in the ever-developing process, the analysis of brand image for the three newspapers will provide some new views and thinking for the brand developing in Nanjing Media industry in the future.