Abstract:

Taking the brand building experience of as an
example, the paper analyzes and summarizes the strategies in branding building for comprehensive academic
journals, mainly including: to look for survival space through the differentiated positioning; to find an appropriate
column design approach based on the positioning; to condense and refine the brand-mark; to improve the journal
quality by controlling the contribution sources, establishing and perfecting the anonymous review system; building
editor’s capacity in academic identification and communication; to improve the periodical brand influence through
introducing external authority; to fight for justice, and maintain the brand image through active interaction with
academic evaluation organizations.