The Research On Brand Core Value-building Of Youth Literature

With the advent of new media era, the traditional television and emerging Internet,mobile phones and other media divided the paper book market increasingly, traditionalpublishing is greatly affected. But in this case, youth literature occupy large tracts ofliterary market in a unstoppable momentum. With youth literature branding intensified,and even appeared on the writers became stars and groups. These phenomenainnovated and changed the publishing model, caused a widespread concern andcontroversy.In this paper focuses on the "80s" youth literature and some representative writers,discusses the problem of youth literature in shaping the brand’s core values. This paperargues that the core brand values of youth literature is composed of functional value,emotional value and symbolic value, the significance lies in the content value close toyoung people, catering for readers’ demand, allowing the audience to express personalself and social self.In order to enhance brand awareness, youth literature brands need to follow theprinciples of diversity and inclusiveness, focusing on creating content quality,innovative features and form, and enhance audience response. For the purpose ofenhance the appeal of the brand to consumers, youth literature should be close to theheart in the first place1, expanding channels of communication and publicity,establishing an emotional connection with the audience. In addition, youth literaturebrand symbolic value reflects self-awareness of the audience, for which it shouldmanufacture brand reputation, integration and expansion of the brand and design brandvision systems and other means to continue to deepen the brand connotation, enhancebrand value through a particular social group which the audience should be vested in.