Abstract:  The iterative innovation and group breakthroughs of frontier technologies such as big data, 5G, artificial intelligence, cloud
computing and blockchain have made the deep media convergence a profound revolution that the publishing and media industry has to face. Based on tracing back the concept of media convergence and analyzing the current development situation, starting from the
changes in brand management concept, content and publishing mode, this article explores the guiding paths of brand management of
popular science journals under the deep media convergence. Focusing on the brand management practices of Children and Health and
Clever Fox of Xi'an Jiaotong University, it is proposed that the brand management of popular science journals should actively embrace
the development trend of deep media convergence, with resource centralization, management diversification and reader customization
as the core, and promote the improvement of social and economic benefits of popular science journals through the whole-process
creative planning, all-channel integrated marketing and all-round fan attraction.

Key words:  , media convergence, popular science journals, brand management