Open Sesame of a Successful Media Brand
...rriors China”, in which the Phoenix television station is spoke to a great extent. And the Phoenix is the only one of all Chinese brands chose in the book. This is the power of a brand, an outstanding brand. The power reacts centripetence in-house while exteriorly it has magnetism. There is some open sesame for the Phoenixers to achieve this. Honesty is the vitality of a brand. In a survey made by CCTV (China Center Television), the Phoenix is the second as stable as a mountain, in loyalty and satisfiability of audiences. This is won depending on the honesty of the Phoenix. It has great respect for audiences’ rights of knowing the inside story. The impartial and timely coverage of the attack on the World Trade Center on September, 11th, the Russian Hostage Event, the Iraq War and SARS is promises of the Phoenix to audiences. It is the promises that win high public praise, “when great events happen, the Phoenix Satellite Television Station is the first choice from which to know what happened,” and make the Phoenix the news source that all the Chinese people, living abroad as well as at home, rely on it increasingly. And it is proved that what important role honesty plays in the course of building up a brand. Quality is the guaranty of a brand. In the course of improving the Phoenix brand, all the Phoenixers make their best to produce excelsior and larruping programs. It has a hardworking, talented team, and creates “the three famous groups,” which are pride of the whole team, famous comperes, famous reporters, and famous news analysts. Marketing is target of a brand. There is no denying that the Phoenix is a commercial operational television station, and what a merchantman pursues is the largest interest. The Phoenix does so well in balancing seeking social and economic benefits. The result is good: it wins the audiences at the same time it wins huge profit. The fact shows that social and economic benefits can be gained at the same time as long as you operate under brand effect and produce programs under commercial rules. Brand is a medium for ...