Biennale Build Brand Equity Strategy To Explore

As one kind of the mature classical style of western art exhibitions,Biennale represents the cutting-edge style and exploration direction ofthe international contemporary art. With the acceleration of theglobalization procession and Chinas economical and culturaldevelopment and prosperity, China Biennale came into being. Fromtwo decades (from1992to2012), Chinas domestic Biennial began toexplore the local mode in addition to reference to the internationalpractice curatorial mode. However, faced with many developmentdifficulties under the Biennale phenomenon, the local Chinese Biennialhave to think more thing from a brand point than to a solid localexhibition mode. A series of Biennial measures such as fostering theawareness of brand exhibition, forming brand marketing, building thebrand equity model, all of these need to think measures from the brandequity strategy perspective, dig a sustainable development path of thelocal Chinese Biennial, thereby expand the Asian influence, and raiseinternational famous.This thesis is divided into six sections. Firstly it builds the Biennalebrand equity model. The establishment of this model begins fromstarting from the basic theory including the sentimental value functionof brand, the industry characteristic significance of the brand exhibition,and five dimensions of the brand equity theory based on the viewpointof consumers (visitors), explains the overall framework and analyzes thestrategies. And then use many foreign theories and practicalverification to prove the brand marketing feasibility of Biennale inChapter three, analyze the necessary to build the Chinese localBiennale brand assets, and then lead to multi-angle analysis such ascultural environment, exhibition mode and the audience cognitiveinvestigation of the Shanghai Biennale brand equity model in the fourth chapter. Finally, it gives many strategic advices through analyzing andexploring the Shanghai Biennale brand equity model from the abovemulti-angles. It is increasing the awareness through systematicapproach of Shanghai Biennale brand, strengthening brandassociation through a variety of linkage strategies, maintaining thebrand loyalty through long-term brand equity management.This thesis presents that during Shanghai Biennale brand equitybuilding process, not only the systemic brand theories are needed fornormative guidance, some empirical studies from internationallyfamous Biennales are also necessary. More importantly, ShanghaiBiennale should combine with the current situation in Shanghai. Basedon the Biennale Brand Equity Model, Shanghai Biennale creates thebrand awareness into their brand-building behavior. In addition,Shanghai Biennale integrated its brand orientation into brandmanagement long term goals, in order to build an all-round biennalebrand asset model and provide a normative framework for ChineseBiennale.The thesis puts to use the brand equity theory into Biennale duringthe “Biennale Phenomenon”. It is the fact that this thesis put ShanghaiBiennale into the perspective of brand asset building, measuring andmanagement, providing the creative model for China local Biennale.