Analysis On The Construction Of Henan Satellite TV Brand Equity

January2011,Henan satellite TV determine its brand positioning for “culture”,becoming the first clear brand positioning as "culture" provincial TV. In itsbrand development process,Henan satellite TV has gone through three stages,including determine brand positioning in2011,changed brand new system in2012,and set lines of cultural programs fit the brand positioning.In the stage ofbuild brand equity,Henan satellite TV suffered many difficulties.Such asunclear SLOGAN,brand image system replacement has not beenperfected,brand perceived quality has not been established,and the visibilitymeasurement confusion and lack of loyalty. A series of problems caused thebrand development of Henan satellite TV facing bottlenecks.In fact,Henan satellite TV has its unique significance in the current backgroundof development,mainly reflected in two aspects which are the specialimportance of cultural industry development pattern and the provincial satelliteTV brand in the process of.In this paper,according to the current situation ofHenan satellite TV brand development,the author choose the fourth stage oflongitudinal development in brand management--research stage of brandequity as the cornerstone of the theory，and select David Aaker five-star modelfrom the stage of six brand equity modes as the basic model.The author usesthe method of literature study, case analysis, empirical analysis and participantobservation of four kinds of research methods for analysis and exploration, soas to be able to explore the construction of Henan satellite TV brand equitypath with the visibility measurement and establish, cultivate the loyalty,perceived quality, brand image, brand extension and perfect system ofcommercial brand development five aspects. In addition, this paper also addsaesthetic economy, experience economy, cultural capital in three aspects, toHenan satellite TV content production,recording and analysis of brand culturemining,hope to have reference value for the construction of Henan satellite TVbrand equity.Ultimately,the author provide feasible solutions for future development ofHenan satellite TV brand.