Branding Of LOFT Creative Industry Parks In Mainland China

Focusing on the problems of creative industry park in China, this thesis advances a way of branding. Based on literature research and the case studies of typical parks such as Beijing 798 Art Zone, the thesis discusses how to build a strong LOFT creative industry park brand. The innovative point is introducing brand theory systematically to the practice of creative industry park.The thesis gives a branding interpretation of the operation principle of LOFT creative industry parks and identifies the functions of art, business and government. When coming to the brand strategy, the thesis suggests positioning to the industry function and making good use of the context in order to cultivate advantages and build brand image. The most innovative point is the Brand Portfolio Plan for creative industry park, which is based on David Aaker's theory. This plan is filled with dialectic thinking about both the survival and development of the parks. It focuses on optimizing the brand combination inside the park, as well as the competition and cooperation outside the park in order to optimize resource allocation. At last, the thesis studies the communication status of LOFT creative industry parks and gives constructive suggestions.