A Study On Brand Building Of Metro Express

After entered the century 21, with the development of Chineseeconomic and technology, the Chinese media industry advanced byleapsandbounds .Thetraditionalmedialikenewspaper,TV,broadcast,magazine improved the competence through creation. The emerging ofthenewmedia,e.g.,internet,mobilephone,mobileTVetc,challengedthe traditional media. The tide of modern media revolution demandthetraditionalmediaofhighlevelforitssurvivinganddeveloping.Newspaper is the typical of the traditional media, which is facingthecompetitorsincludingthenewspaperrivalsandtheothermedia,thereader's various interest and higher demand. So it is the important andrealistic strategy choice for newspaper industry that building greatbrand. How to build the newspaper's brand and the media's brand,whichisveryimportantforthepresentmediaindustryofchina.Based on the theory of brand management and the advancedexperienceofthe globe mediagroup, Inthe light ofobjectiverealityofMetro Express, the writer made a study on how to build the brand ofMetro Express. Besides, the writer did a creative job on brandpositioning, brand knowledge, brand organization and brandpromotion.Thepaperconsistof5chapters.Chapter1:Introduction;Chapter2:China's newspaper industry entered the era of brand; Chapter 3:Positioning the brand of Metro Express; Chapter 4:The brand plan ofMetroExpress;Chapter5:ThebrandbuildingofMetroExpress.