| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 106 === The developed Internet and digital platforms help to bring about the emergence of abundant independent media. These online independent media attempt to provide news reports and contents ignored by mainstream media. Meanwhile, online environment causes challenges for these independent media. Severe competition in the environment makes their life difficult and urges them to find ways to increase their visibilities. Therefore, this study focuses on the issue of sustainability of online independent media, examining the differentiation strategies from the perspective of “branding”. The study selects two online independent media, The News Lens and The Reporter, with different business models as multiple case study, exploring how their brand building and brand personality form differentiation. Lastly, the author would like to examine the relationship between brand building and brand personality, seeking to provide empirical evidences for filling the research gap of the independent media branding in the past.
Results of brand building show The News Lens and The Reporter achieve differentiation on 7 dimensions, which respectively are brand relevance, pricing strategy, brand position, brand portfolio, brand marketing, brand meaning, and online branding. However, The News Lens may not achieve internal consistency of brand equity and The Reporter still disagrees on pricing strategy. As for the outcomes of brand personality indicate that The Reporter are superior to The News Lens on trustworthiness, dynamism, attraction, innovation, and aggressiveness. Also, the study finds that 4 common brand building activities, pricing strategy, brand position, brand meaning, and online branding, are related to the 5 brand personalities, trustworthiness, dynamism, usefulness, innovation, and aggressiveness, posessed by The News Lens and The Reporter. At the end, the author depicts a relation chart between brand building and brand personality for small-and-medium sized online independent media.
|
|---|
