Research On Finance TV Talk Show’s Brand Building

China has become the world’s second largest economy in the world. as the rapiddevelopment of economy and the continuous improvement of market, business TVprogram get its prosperous environment.Under the wave of "National Economy", and facing with the changing financialmarket, people have growing demand of economic policy, market quotation, andFinancing information. This phenomenon also lead to the prosperous of business TVprogram.In the growing market of business TV program, the way to achieve success is tocrate a good brand for the program. Brand research covers a very wide，this paperdiscusses the brand building under the framework of brand research. But differenttypes of talk show has a different style of finance and economics，In this study," Bosstown "" Larry’s talk show"" brain storming "are used as the case. These showsreasonable factor is analyzed, the reasonable factors exist in the core value of brandpositioning, brand, form the brand culture. This paper hope through the theoreticalframework and practice confirm complement each other, creating financial talk showprogram brand provide beneficial reference.From the aspect of audience and communicator, this paper analyzed the variouselements and steps of the finance TV talk show’s brand building. Analysis of thesecases are strive to provide other financial programs some references in brandpositioning,build brand core values,form brand culture.In the end, this paper analyzes some confounding factors that could impact the corevalues of brand, and discusses the problem of upholding the brand. It holds that by theway of brand promotion and building the identification system can lead to sustainabledevelopment of brand building of the program.