The Brand Building Research Of Cultural Products

Today cultural industry are more and more prosperous, the cultural needs of customers are becoming more and more exuberant. But a lot of good and bad cultural products get mixed up in the market. The customers don't know how to select and the enterprise neither know how to win the fierce competition. This difficult problem has been resolved by brand theory. The emergence of brand lets consumer's choice be simple, also makes enterprises more easily success. Enterprises make use of brand to add value to cultural products. Consumers are willing to buy the product of brand value.This article points out that cultural enterprises should assume the task of brand building. It deeply analyses the growing environment of Chinese cultural brand, mainly focused on cultural consumption, cultural market, theory, human support and policy support. Highlights five kinds of brand-building patterns:"brand design and market selling" pattern, the pattern based on brand identity, hope-oriented pattern, the pattern based on category and sustainable innovation.In order to resolve the problem of brand sustainable development, this article stresses the importance of brand maintenance. Describing the responsibilities of governments and corporations, it stresses the enterprise not only use legal means to protect the brand, but also should take care of brand in daily management. Specifically, corporations should pay attention to the legal protection of trademarks, brand names, logos, intellectual property. And also adhere to brand innovation, extend brand carefully, calmly deal with the brand crisis, license brand carefully and strengthen brand protection on the Internet.The image of Yunnan is a typical performance-based cultural product. In recent years, its brand value has been rising. This paper describes the process of its brand-building, linking with previously mentioned patterns. The paper points out the difficult position of its brand maintenance----the failure of trademark registration and embarrassment of intellectual property protection. The recommendations are given to maintain the brand in the perspective of government and business. Specifically, the government should provide policy support, good market environment and effective legal protection. The corporation should set up a special department to maintain the brand, constantly innovate, and carefully handle the issue of brand extension. In order to let it go further, the article provides three very constructive suggestions at last. The corporation has been encouraged to rename as Yunnan Culture Media Group, implement multi-brand strategy, and expand business appropriately. Then at last, the author suggests to run dance schools and to train dancing stars.