The Research About The Brand Building Of The Southern People Weekly

Nowadays, the continuous development of new media has brought the big change of mediaenvironment, declining the influence of the traditional media, especially making big losses on the sales andawarenessas the first media print.Many previous known print slowly fade out the readers’ vision.What’smore, recently manyquality newspapers in one hundred announced the closure, the survival anddevelopment of paper media has been influenced by new media.In order to stand out in increasingly narrowprint market, each big newspaper began to attach importance to the construction of the brand.Along with the new media platform, new media generation comes.“Southern People Weekly”, a tenyears’ old traditional media, enhances his brand value and consolidate his brand recognition by various revolutions in products, pubulish and promotion methods. In this report, principles of brand building will beused to analyse the case of “Southern Weekly”, focusing on the general process of brand building：brandpositioning、products production、brand communication、brand appreciation. Using comparative analysisof relative data to tasify its brand positioning, summarizing the content of scientific production by literatureresearch methods, and concluding its brand communication strategy via interviews, after these analysis above, the key to ““Southern People Weekly” success will be reflected on those information.This paper has a comprehensive analysis of all aspects on brand building in the “Southern PeopleWeekly”,the Media representatives in decade by above steps.I also summarize some relevant experience inorder to provide other paper medias with reference on the brand of the road and spare no effort to find themissing link in brand building process in the “Southern People Weekly”,aiming at providing the publicationwith reference transition in the next decade.