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A Strong Brand Building Research Based on Brand Identity

Author: ZhangYi
Tutor: HouLiMin
School: East China University of Science and Technology
Course: Business Administration
Keywords: brand identity a strong brand building The Shanghai Arts Channel
CLC:
Type: Master's thesis
Year: 2014
Downloads: 49
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Abstract


In recent years, the internal and external environment of the domestic television industry has changed dramatically. The high degree of homogeneity in the Program contents and forms, the increasingly fierce competition between channels, the strong rise of new media, the changes of the audience habits and the large declines in the advertising revenue, have made the TV operators facing unprecedented pressure. They come to realize that only building a strong brand and establishing a distinctive image can make channel breakthrough to survive.As one of the most important strategic premium brands of SMG in the field of Arts and culture, the Arts Channel carries the important mission of popularizing culture and arts knowledge so as to raise cultural and artistic accomplishments. Homogenization of channels is increasing the competition between channels. At the media age of entertainment-oriented and Proliferation of vulgar, how to build a strong brand for the Arts Humanities channel deserves focused attention.Based on David A Aaker’s brand identification theory, this study analyzes the brand building of the Arts Channel in depth from the following four aspects:channel personality, channel programs, channel packaging and channel culture. While we found disadvantages in brand building as followed:overabundance programs types, none program as a trump card and short benefit choreography; board concept, ambiguous culture and poor interaction with audience; unclear target audience, missing key host and unimpressive offline event; poor recognition, hollow slogan, not suitable ID, theme music and dubbing. All factors as above impact channel to build up MI, BI, VI systems which are the key note to build up strong brand.Shanghai Art Channel ought to take measures as below to build up a strong brand and enhance recognition:firstly, channel should focus on creating high quality programs combing with types and choreography of programs aims to strengthen M1and B1systems; secondly, channel ought to clear theme, focus on unique culture and build up M1system based on interaction and multimedia communication; thirdly, channel should enhance B1system through figuring a clear image, creating interesting event and cultivating good hosts; fourthly, channel should build up VI system through better visual identification.

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