The Brand Management Rwach On Hunan Satelite TV Variety Show I Am A Ainger

At the end of twentieth Century, Hunan TV adapted to the rapid development of variety show in China, seizing the opportunity, trying to innovate, building brand variety show, and finally it stands out from many provincial TV stations. However internet and digital media technology update faster and faster, many foreign excellent variety show come into China, and many other provincial TV stations also become famous, so Hunan TV has to seek new development, I am a singer is just the successful case during its reform.The brand marketing strategy of I am a singer can be divided into three parts. In terms of brand positioning, to distinguish from the same kind of music program, it develops the elite program localization, total age of the audience positioning and high quality product positioning. And in terms of brand image building, it uses the way of visual communication to Improve brand recognition , uses featured program format to build a unique program template and promotes the formation of brand culture with program culture. And in terms of brand marketing, it creates a new media channels and a new media marketing platform respectively. Through a complete and comprehensive brand marketing strategy, I am a singer becomes popular and a phenomenon class variety show in China.However, there are still some problems in the brand management of I am a singer. First, the contradiction between program modes imported from foreign country is severe. Second, the program effect of suspense and sensational is excessive. Third, the strategy of "Mango TV Only"makes it harder to disseminate I am a singer. Fourth, its profit pattern is single because its main income is from advertising. To solve existing problems, a targeted strategy is in urgent need. Firstly, we should localize the foreign program modes on the basis of respecting them. Secondly, we have to enrich the contents and reduce the artistic processing. Thirdly, it is also important to develop the video terminal technology. At last, we should pay attention to the brand extension and to extend the industrial chain.The variety show's brand management of Hunan TV can get better development by learning from I am a singer. First, content is the foundation to build a brand, so producer should make the program mode localized and internationalized, and take the path of transformation in the direction of large production. In the second place, in the new media environment, it is significant that we should change our minds and take all media marketing. At last, brand extension has great value, so we have to build industry chain from the media and outside media.