Brand Research Beijing Cultural Creative Industries "Zhongguancun" Build

The cultural and creative industries are developing as one of economic pillars in Beijing.It has formed30municipal cultural and creative industry cluster areas and hundreds ofindustrial parks in16districts. As a famous high-tech brand ‘Z-PARK’has launchedover10Parks by year2012，among them5parks are aiming at developing cultural andcreative industries. These parks are located in different regions, but keep the sameoperating model, that is Beijing government cooperating with district government and Z-PARK administrative committee to guide and manage. The brand equity, brand value,radiation role for regional economy and raising international influence make Z-PARK asa famous cluster brand possible.In this paper, based on theories of industrial clusters, the author takes those5parks as acase study from a brand point of view, analyzing brand equity, brand advantages anddisadvantages. In the meanwhile, take some international renowned cultural industryparks as contrast, so that to summarize some practical experience for "Z-PARK" being awell-known cluster brand of cultural and creative industries. This paper draws threeconclusions:1. Z-PARK can be built as a renowned cluster brand of cultural andcreative industries2. As industry clustering is being a trend of regional economicdevelopment, cluster brand should be included in the brand hierarchy theory.3. Thepaper builds a model for Z-PARK to create famous cluster brand of cultural and creativeindustries.