Television Program Brand Building Research

Brand is a general system of name, symbol and design, its purpose is recognizing the product and service of one vendor. A brand must be different from other competitors, meanwhile draw the attentions of consumers, build reliance from consumers, and therefore becoming a familiar choice of consumers during the consuming activities. No matter for enterprises or for consumers, brand has its essentially unique importance. In TV media industry, competition grew more and more intense, the brand building of the TV program has become the key point of the TV channel development. If a TV channel has a signature program,it will gain higher rate of audience, gain more reputation and public exposure, thus bring economic benefits and social achievements to the channel. So for TV media industry, the brand building of TV program has its profound and practical meaning and become a very important process. Based on this, this thesis relies on TV media ecology and communicationtheory, combined with marketing and brand management. Thoroughly analyzing several aspects of TV program such as brand building, branding strategy and brand maintenance, and offering some suggestions. In the meantime, set the outdoor reality show(Dad,Where Are We Going)from Hunan TV channel as an example, analyzing its success in brand building, and also point out some parts which need to improve. Showing the practical meaning of TV program brand building through real life example.In order to better illustrate, this thesis are divided into 5 chapters. 1st chapter introduction mainly focus on presenting the theories related to the thesis, illustrate the analyzing method and research meaning through references, provide theoretical supports and guidance for the remaining thesis; 2nd Chapter based on the current TV media industry social and cultural background,discusses about the development of Chinese TV program brand building history, combined with brand concept; 3rd based on the several disadvantages in the present TV program brand building such as lack of innovation, ignore the audience, lack of communication medium, presenting the pre-positioning of TV program brand building, brand building strategy and post-maintenance of brand building; 4th chapter combined the methods mentioned before, thoroughly analyzing the TV program(Dad,Where Are We Going), illustrate the successful brand building of this TV program and what need to be improved, thus proving that effectiveness and feasibility ofbrand building; 5th chapter reviewed the key points of brand building, concluded the deficiencies of this research, and brought out the expectation for future research development.