品牌新闻:中国品牌提升国际影响力策略

Brand Journalism:Strategies for Enhancing the International Influence of Chinese Brands

品牌新闻是从新闻的角度来管理、设计和传播品牌内容。广告信任危机出现之后,品牌新闻作为一种创新品牌传播方式,得到不少国际品牌如可口可乐、红牛等关注和应用。中国品牌走向世界的新闻策略可以从三个方面考虑:品牌成为出版商、多维度策略、高质量新闻策略等。中国品牌新闻通过多渠道、多层次的新闻和故事建构用户与品牌的共享空间、互动空间,强化其品牌信任,有利于品牌提升国际影响力。品牌新闻是当前最热门的数字趋势之一,中国品牌成为“世界品牌”当借品牌新闻之力。

Brand journalism is the management,design,and communication of brand content from a journalistic perspective.After the emergence of the crisis of trust in advertising,brand journalism,as an innovative way of brand communication,has gained attention and application of many international brands such as Coca Cola,Red Bull,and others.The news strategies for Chinese brands to go global can be considered from three aspects:brands becoming publishers,multi-dimensional strategies,and high-quality news strategies.Chinese brand news constructs a shared space and interactive space between users and brands through multi-channel and multi-level news and storytelling.It strengthens brand trust and contributes to the enhancement of the brand’s international influence.Brand journalism is one of the hottest digital trends today,and Chinese brands can leverage the power of brand journalism to become“world brands”.