核心识别:传媒品牌建设的关键

Core Identification: the Key to Forming a Mass-media Brand Name

核心识别,是品牌管理中的一个概念,是品牌识别的核心部分,是表达品牌特色、品牌核心价值的关键词。核心识别是持续的、相对恒定的品牌精髓的表现,是品牌的“基因”,规定了品牌延伸发展以及品牌传播的基本信息,并代表了一个品牌最中心、最稳定的要素。一个品牌最独一无二的特质、最有价值的内涵、最独特的优势,通常都会表现在它的核心识别上;通过对美国《国家地理》和《中国国家地理》的核心识别的比较,可看到核心识别在品牌建设中的意义。

Core identification, a concept in the management of brand names, is the core part of brand name identification and key words in expressing the particular features and core values of a brand name. Core identification, the indication of the relatively constant essence of a brand name, is the name＇s ＂gene＂, defines the extended development and the basic information of the brand and represents the most central and stable factor of it. A brand name＇s most unique feature and most valuable implication are usually expressed in the core identification. By comparing the core identification of the American National Geography and Chinese National hy, we can see the significance of core identification in the formation of brand names.