Brand Research Of Mook Named Zhi Japan

In the market economy environment where buyers are playing a leading role,brand is becoming more and more important.Brand is the only way to make products stand out from similar products and attract more loyal consumers.But China's publishing industry,because of the impact of historical factors,brand building consciousness is not strong.Therefore,the analysis of excellent publications brand building is particularly important.It can not only see the deficiencies in brand building in time,but also provide important reference value for other brand building."Zhi Japan" is the first publication Su Jing founded "Zhi Japan",the media brand,is a bimonthly magazine book,aimed at young Chinese introduces all aspects of Japanese culture,advocate from "Hara,anti Japanese" into "knowledge",in order to understand Japanese,with a rational attitude look at japan.Since 2011,"Zhi Japan"has been published 47 times since its publication in 2011.It has sold over 100 million copies.It has become the leader of MOOK publications.In recent years,the "Zhi Japan" has been lax on the path of brand construction,which is quite controversial.But for a long time,"Zhi Japan" is focusing on brand publishing,and striving to become an excellent cultural book.From the perspective of editing and publishing and brand communication,this paper makes an analysis of the brand construction of the book "Zhi Japan".First,from the two aspects of surface meaning and deep meaning,the concept of brand is defined.According to the definition of brand,we introduce the two brands of "Zhi Japan"background and identification system.Then it analyzes the brand building path of Zhi Japan by analyzing brand positioning,brand building core products and derivatives,and brand promotion channels.The final analysis shows that the brand success factors of "Zhi Japan" have a precise positioning of the reader,the unique taste of the topic planning,the multi-pronged marketing model.However,there will be room for further improvement of brand."Zhi Japan" still has much room for improvement in content culture,layout design and post brand maintenance."Zhi Japan" brand in the future want to make a qualitative leap,still need to continue to build around the brand,management and maintenance of brand assets.The brand building of "Zhi Japan" has some reference significance for other brands of publishing industry in China.Other brands can build brand on the basis of it.