The media industry has experienced significant transformation due to digitalization. The development of various technological platforms, mainly social media platforms, has created new habits in consuming media content and news and contributes to decreasing media brand associations and a corresponding decrease in news media brand equity. The topicality of the Doctoral Thesis research is related to the national news brands’ challenges in the existing media environment. It aims to ascertain how to strengthen the brand uniqueness and brand equity of the national news media as perceived by Generation Z and to develop a methodology for strengthening the brand uniqueness and equity of the news media.