Research On Brand Influence Of Shanghai International Magic Festival

Shanghai International Magic Festival,as a fixed brand project of Shanghai International Arts Festival,has been successfully held for 11 sessions since its establishment in 1993,well-known both at China and abroad,leading Asia in terms of professionalism.It is a representative case of domestic evergreen thematic art festival.This paper will combine brand theories such as art festival brand theory,brand influence model,brand positioning,brand image and brand relationship theory,as well as use interview method and text analysis method to explore the brand influence of Shanghai International Magic Festival from different perspectives such as staffs,invited artists,professional consumers and non-professional consumers.It turns out that Shanghai International Magic Festival has significant brand influence among invited artists,especially professional consumers,and limited brand influence among non-professional consumers.It will further explore the reasons for its brand influence results,and summarize the methods and the difficulties of brand building for the thematic art festivals.At the same time,it further explores the significance and impact that it would bring on the citizens of Shanghai and Shanghai the city itself as an official urban art festival.