Background
Baidu TV as a product brand is established and operated by Ads it Media Corporation. With strong back-up from Baidu, Intel among others, Ads it Media Corporation has quickly established a name for Baidu TV in the rich media industry.

With access to over 230,000 websites of the Baidu Union, Baidu TV is targeting to become the biggest and most influential online video marketing platform in China, and even worldwide.

For such a brand with tremendous growth potential, a unique and strong identity is an absolute necessity.

Baidu TV’s old signature and positioning could not deliver the brand attributes and core values needed. It was not strong and unique enough to represent the brand. Ads it Media Corporation, therefore, called upon PG to unite and create a new strong and unique brand identity for Baidu TV.
Brand Strategy & Brand Identity Development
In order for us to develop a clear understanding of Baidu TV’s true vision and advantages, we interviewed the top management of Ads it Media Corporation, and held a series of workshops with the key people from the different corporate sectors, including Customer Service, Sales and Marketing. To get useful input from Baidu TV’s audience, we organized several brainstorming workshops internally and externally. Moreover, to get to know how Baidu TV’s different types of customers perceived Baidu TV and its competitors, we interviewed scores of people from 4A advertising agencies, local advertising agencies and Baidu TV’s direct customers (clients or potential clients).

With a profound understanding of the brand, its operation and its competition, we were able to give them a clear positioning and brand architecture:
A. Baidu TV is powered by Ads it Media Corporation.

B. Baidu TV has deep roots from Baidu. To retain the Baidu equity was therefore very important.

C. Baidu TV’s key strength lies in their capability to deliver video advertisements to over 230,000 Baidu Union websites, to which over 250 million Chinese internet users are attached. With advanced research and analysis on internet users, they can help reach the right people at the right time with right message. They can coordinate with a broad range of advertisers, advertising agencies in accomplishing different marketing tasks.

D. Baidu TV’s key brand attributes are: flexibility, interactive net, and effectiveness.

E. Baidu TV needs to build up a brand image reflecting: professionalism (efficiency), value (quality), and futuristic vision (innovation).
Bearing in mind these key points about the brand and its competition, we defined the criteria for the brand identity and tagline development. As a result we created a new powerful and unique brand identity, with a concise and effective bilingual tagline.

Definition of the brand-new brand identity
The new Baidu TV brand identity, ‘Baidu’ maintains its close root “Baidu”. The same logotype and color is used as in Baidu’s brand identity. The ‘TV’ element, consisiting of ‘TV’ logotype and video frame with shade, is very dynamic, polished and effective as will make Baidu TV different and outstanding. The whole brand identity is very easy to identify and truly represents the high flexibility and effectiveness of the brand.
Result
Baidu TV’s brand-new brand identity delivers the brand attributes and core values. The brand identity has been carefully applied to all the communication materials, including corporate stationary, advertisement, sales kit, website and digital product.

In September 2008, Baidu TV successfully launched their new brand identity, which has already made a big impact internally and externally. The very promising Baidu TV has been pushed onto high gear to accomplish its objectives in the future.