品牌是识别符号与象征意义的统一体,品牌定位是针对目标消费者所制订的一整套品牌的含义。纪录片栏目《见证.亲历》的品牌定位可以概括为属性的历史感和情感的亲历感。这样的品牌定位策略是基于栏目的内容、形态、栏目所占有的资源和市场竞争状况做出的选择。纪录片栏目整体品牌的打造要求我们必须以品牌定位统领内容的创作。 Brand is a unified identity and symbolic symbols, brand positioning is targeted at the meaning of a set of brands developed by consumers. Documentary section “witness. Experience” brand positioning can be summarized as a sense of historical and emotional attributes of personal experience. Such brand positioning strategy is based on the content of the column, the form, the resources occupied by the column and the market competition to make the choice. Documentary section of the overall brand building requires us to brand content to guide the creation of content.