The Innovation In Management Of Newspaper Brand Equity

With the development of new media and the coming media era， the traditionalmedias like newspapers are facing increasing pressure of market competition andoperational risks. It is true that brand competition has become more and more intensifiedin seeking transformation and upgrading. Nowadays， newspapers are confrontedunprecedented challenges for the brand management， and how to deal with thosechallenges and to enhance the competitiveness of this traditional media has become animminent problem. Although the brand has long been popular， media brand is notstudied extensively in academic. Worse more， the academic inquiry even can’t catch upwith the practical explore in business. Lacking of experience and theoretical guidance，there are many problems in practicing and building a media brand. This article introducesa new the concept of brand equity in newspaper brand research， with which it provides abroader perspective for studying the brand management of "Southern MetropolisDaily"(SMD for short).As a leader of the metropolis daily in this country，"Southern Metropolis Daily"does a good job in its brand building and management， not to mention its media strategy.With a series of innovations， the "Southern Metropolis Daily" has successfully built itsbrand in new products new areas， which constantly enrich the connotation of SMD.Now the SMD is more than a newspaper， but whole media cluster of SMD. Thus thebrand value of SMD grows rapidly. This article summarizes some effective ways of thenewspaper brand equity management by analyzing SMD，and it may give some practicaladvices to the development of newspaper brands.