Author(s)

Zhou Jiaying ¹

Affiliation(s)

¹ University of Southampton, University Road, Southampton, SO17 1BJ, United Kingdom

Corresponding Author

Zhou Jiaying

ABSTRACT

In the context of globalization and the knowledge - based economy today, the cultural industry is booming, and the importance of brand building in cultural industry management has become increasingly prominent. This thesis delves into the relevant theories and strategies of brand building in the cultural industry. Firstly, it expounds the theoretical basis of brand building, including the concept and connotation of the brand as well as related theories such as brand positioning, brand image, and brand equity. Then it analyzes in detail the significance of brand building for the cultural industry, such as enhancing the competitiveness of enterprises, promoting cultural inheritance and dissemination, and driving industrial upgrading and sustainable development. It focuses on the strategies of brand building in the cultural industry, covering aspects such as precise positioning, creating a unique image, providing high - quality products and services, integrated marketing communication, and brand extension and expansion. At the same time, it dissects the challenges faced by brand building, such as market competition, changing demand, intellectual property protection, and cultural differences, and proposes corresponding countermeasures. This research aims to provide a comprehensive and systematic theoretical basis and practical guidance for brand building in cultural industry management, helping the cultural industry stand out in the fierce market competition and achieve sustainable development.

KEYWORDS

Cultural industry management, Brand building, Strategy, Competitiveness, Sustainable development

CITE THIS PAPER

Zhou Jiaying, Branding Strategies in Cultural Industry Management. Media and Communication Research (2024) Vol. 5: 117-121. DOI: http://dx.doi.org/10.23977/mediacr.2024.050416.

REFERENCES

[1] Zheng Xiaxuan. Exploration on the Integration of Intangible Cultural Heritage Protection and Industrial Management in the Digital Context [J]. Journal of Suihua University, 2024, 44(08): 48 - 50.
[2] Zhou Zixuan. Application and Innovation of Art Management in the Development of Cultural Industry [J]. Trend of Tomorrow, 2024, (11): 179 - 181.
[3] Lu Guoxiang, Lu Guopan. Practice of the Integrated Development of Cultural Industry Management Major and Art Education [J]. Shanghai Apparel, 2024, (05): 144 - 146.

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