Language Expression Under The Brand Strategy

In recent years,changes in the social environment,media communication patterns,and information technology have intensified competition among media.As the executor of the information transmission function in the media,program hosts have also been greatly affected and impacted.Creating a host brand to enhance communication,influence,and competitiveness has become an important way for host development.Although brand is a comprehensive concept that integrates signs,names,characteristics,and various shaping strategies,the category of host brand shaping cannot be separated from the discussion of its language expression.With the deep participation of the public in economic life,the demand for financial and other programs is increasing day by day.Financial and economic program hosts have the advantages of brand building motivation and superiority.The main research object of this article is financial program hosts,focusing on how hosts form good brand building strategies through improving language expression.Firstly,the host brand is not a single name or symbol created by a commodity or enterprise,but a comprehensive embodiment of the audience’s functional choice and emotional recognition of the host.As the host behavior changes,the host brand cannot be created once and for all,requiring long-term maintenance.Language expression as an important way to reflect the host’s function and connect with the audience’s emotions,combining David A.Aaker’s brand equity theory,to some extent,it helps the host brand enhance its functionality and emotional value in four dimensions: popularity,loyalty,brand quality,and association,creating a strong brand equity.Secondly,in the context of integrated media,the current composition of hosts is gradually diversified,with different characteristics in brand building,but their language skills are slightly insufficient,which is not only detrimental to the current brand building effect,but also affects long-term development.Analyzing typical cases,it is found that the shortcomings in practice mainly stem from a lack of systematic understanding of the brand building strategy of the host and a lack of language expression in the broadcast and host.Combining the theory of host brand research and the art of broadcasting and hosting,the host brand should be constructed from two aspects: language content and language form,For example,through language content such as topic selection,information output,and opinion expression,the host brand is constructed as a symbol of implicit aspects such as positioning,philosophy,and value;Enrich the audio image and personality charm of the host brand through language forms.Whether it’s a broadcasting and hosting professional background,cross-border hosting,or self-media hosting,if the language expression skills of broadcasting and hosting art can be flexibly applied to brand building,and the corresponding language expression also undergoes artistic processing,the brand image will be richer.