The Research Of Brand Construction Of Television Program Of Collection By Studying "Collection Ma Weidu"

From the late1990s, Collection TV program starts to appear on our televisionscreens. After ten years of development, Collection TV program attract a largenumber of loyal viewers due to it’s educational, service and entertainment qualitiesand have become an independent form of TV program with a fixed audience followed.After fifteen years of ups and downs, establishing brand awareness, building apersonalized and novel brand have become the only way to occupy the market placefor Collection TV program.Program "Collection Ma weidu" of Guangxi TV was created three years ago. Ithas not only steadily won the media market, but also won a good reputation amongthe masses. The reason would definitely include a complete brand image recognitionsystem and a strong branding efforts. It’s unique programming philosophy: noentertainment, no valuation, but only talk about the technical aspects of the collectionsand teach people to fell and understand life is also key to success. Using the culturalcelebrity as the symbol of program and keeping social hotspots and nowadays’ trendas program subject, designing program visual image originality etc. made “CollectionMa weidu” a big flash. It’s fascinating column name, program layout, color and othervisual factors also has distinctive features. Finally, the program hearing packaging isnot out of the loom as well: not only design a fixed program slogan, but also madeMa weidu wrote the theme song lyrics. In addition, by offering official micro blog,opening publication of electronic magazines, on-line official micro-letters and otherways, this program achieve a success of repeatedly spread, and co-founded thecultural and creative media companies and other enterprises, research anddevelopment to promote cultural commodities, vigorously carry out marketoperations...... this series of effective measures to promote the program brand,expanding the influence of the program, while also providing for the brand learn fromthe experience of other TV program to build collections.In order to occupy a room in media market and gain big market share andinfluence in the era of intense competition, Collection TV program must firmly insisttaking the road of building brand. Details are as follows: positioning precisely andfind the best place in the market, is the starting link; In addition, as an intangible assetand a valuable asset to strengthen brand awareness is another prerequisite for theconstruction of all brand strategy. Secondly, the establishment of the system complete, clear a good brand image recognition system is the key. On the concept ofidentification, collection columns should not be the price as a gimmick, but shouldgreatly improve the program’s culture, knowledge and service; in behavior recognition,speaker in the behavior of the screen to be able to set an example before, the creativeteam at screen midfielder design typical content and themes; in the visualidentification, collection class TV programs should aim to set new program name, tocreate a seductive visual choreography, make delicate part propaganda and designed aunique visual symbols; on the auditory recognition, pay attention to the creation of aprogram to identify strong theme music, to create masterpieces of classic advertisingslogan and so on. Finally, a program brand is not once and for all even after it isrenowned for the majority of TV viewers. Building a brand is difficult as keeping it iseven harder. So the program should never overlook brand promotion and maintenanceof innovation.