This study investigates the process of establishing the brand CCTV, the predominant state television broadcaster in mainland China, China Central Television. To investigate, the history of CCTV is divided into three parts: from 1958 to 1978 when it relied its development on the national subsidies, from 1978 to 1998 when it entered the market, and established the communications network for broadcasting, from 1998 to the present when it attempts to promote integration. This study will show how CCTV was established through the three steps, important elements in constructing the brand, and how it is related to the national advantages. There are three research problems to discuss. Research problem 1: What kind of elements helped the establishment of CCTV? Research problem 2: How was CCTV established? Research problem 3: How is it related to the improvement of the image of China and national brand? As a result of the study, CCTV was established mainly through the specialization of channel and television programs. Specifically, visual element and cognitive element played a big part, which is the characteristics of television programs, the logo, the color tone, announcers, the range of the broadcasting, competitive resources, etc. The primary branding strategy through visual elements enables people to remember the brand. In this way, CCTV is recognized better and able to create the infinite intangible value of the brand through its whole business management. That is to say that the branding strategy of CCTV changed from the one to produce tangible value to the one to produce intangible value. As CCTV has advanced to become the national media company, it directly affected Chinese national brand assets. As its brand awareness has improved nationally and its power has become stronger and stronger, Chinese image over seas and awareness has improved as well. Key words: brand, brand assets, specialization of channel.