电视品牌构造体系初探

An Approach to the Constructive System of TV Brands

品牌战略被称为注意力经济时代企业竞争的重要利器,作为企业构造品牌战略所依托的核心载体,电视媒体同样需要构造出自身强大的品牌体系。电视品牌依靠品牌知名、品牌联想、品牌认知、品牌忠诚、及附着其上的专属资产建构品牌价值体系,同时借助电视产品核心元素的品牌化,也即是主持人及栏目的品牌化,打造品牌竞争力。

Brand strategies are referred to the important weapon of industrial competition during the age of attention economy. As a key carrier of the industry＇s constructing brand strategies, the TV media also need its powerful brand system. While TV brands are established on the basis of brand famousness, brand associations, brand recognition and brand faithfulness, it strengthens the competitive power of brands by way of the branding of key elements of TV products, that is, the branding of anchors and their columns.