Newspaper Brand Credibility Evaluation And Case Analysis

With the development of social economy, people gradually enter into the period of overproduction, namely, the shortage of resources in plan economy era was gone and the supply exceeds the demand in a liberal market economy. The increasing types of goods reduce differentiation among them.And the information explosion adds up the consumer choice costs invisibly. Thus, the brand plays a more and more important role in the consumer behaviors.Because of the affection for the consumer choice behavior, it concerns in the factories and enterprises.But in market operations, brand and trademark are easily confused for factories and enterprises always regard trademark as the brand.There are also many scholars on the brand assets value analysis ignoring the important premise:whether the object being evaluated can be called brand equity. In the increasingly fierce competition in the market economy environment, the credit of brand is becoming more and more important. Through TBCI model,this article analyses the discrepancies between the trademark and the brand in the randomly selected20newspapers and puts forward reasonable suggestions for the brand building.This paper is divided into five sections:The first chapter is the preface which is about the significance, intention, attitude, innovations of this paper.The second chapter focuses on the literature review, which discusses evaluation methods of the current several brand assets and analyses of the advantages and disadvantages.Involving the brands, the mechanism of the pricing newspaper presents the role of brands.The third chapter analyses the brand using the TBCT model.Beginning with an introduction of TBCT model,the paper introduces and compares ten indicators.The forth chapter is case studies.Taking the The Northern Vegetables as an example, the paper rates its brand credit and makes suggestions.