Research On Branding Strategy Of Idol Cultivation Program "Produce 101"

In the fierce network market environment,the variety shows on the network platform need to be differentiated in order to be profitable in the competition.The brand is the key factor that helps the program to effectively distinguish it from similar competitors.Therefore,the branding of the program is for the program.It is crucial to be based on the market.In 2018,the "Produce 101" program stood out among market competitors in its innovative system and form.The branding strategy of the program played a pivotal role in its market.This paper comprehensively uses literature research,case analysis and other research methods,starting from the related theories of idol-developing programs and branding,and on this basis,from the four aspects of brand positioning,brand recognition,brand promotion and brand extension.Create a branding strategy for the101 show.Through analysis,it was found that the "Produce 101" program first established the program's differentiated brand positioning through the product positioning of its idol group,the market positioning of China's first women's team and the consumer positioning for the post-90 s student group.The basis of market competition.Secondly,positive concept recognition,people-oriented behavior recognition,and youthful visual recognition have created a distinctive brand recognition of the “Produce 101” program.Again,the “Produce 101” program is a closed-loop promotion of online and offline,and joint advertisers.The promotion of marketing and the celebrity effect promote marketing in three aspects,so that the popularity of the program is effectively spread.Finally,the "Produce 101" program extends the content,form,and quality of the program and continuously expands the brand's influence.Through research,it is found that the "Produce 101" program in the branding strategy still has problems such as the brand's heat is difficult to maintain the brand value,the topic marketing excessively reduces the brand's goodwill,and the voting fundraising affects the brand image.Chain to maintain the popularity of the program brand,create high-quality original programs to highlight brand characteristics,optimize program rules and enhance brand image and other optimization strategies...