高校校报品牌形象规划模型的构建

Construction of Brand Image Planning Model of Universities Newspapers

根据品牌形象的概念要素,结合高校校报的性质特征,从高校校报品牌形象的理念识别系统、行为识别系统、视觉识别系统、人员识别系统四个维度进行了分析,并针对高校校报存在的定位、印象和外部视角等品牌陷阱,通过陈述品牌形象定位、制定和执行传播计划、监测评估效果三个步骤构建高校校报品牌形象规划模型,以促进高校校报编辑出版工作。

According to the concept elements of the brand identity and combining with the characteris？tics of university newspaper, this paper analyzed the four dimensions of newspaper brand identity：concept iden？tification system, behavior identity system, visual identity system, personnel identification system. This paper constructed the campus newspaper brand identity planning model from three steps-the image identity position？ing, the formulation and implementation of communication plan, monitoring and evaluation results, so as to pro？mote editing and publishing work of the newspapers.