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Research on the Construction and Communication of Cultural Creative Brands Image in New Media Era

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DOI: 10.38007/Proceedings.0001213

Author(s)

Zhiming Yao

Corresponding Author

Zhiming Yao

Abstract

Nowadays, in the context of cultural production, communication and consumption, how to construct and spread the cultural creative brands image is a question worthy of in-depth consideration. The current media environment is a great fusion of media technology, media economy and media power, cultural creative products have gained more development space and development possibilities. The reason why cultural creative brands have such great development potential is because their core content and media image can attract fans' support and publicity. The development of cultural creative products is inseparable from the brand, the survival of the media also depends on the brand. The brand is a charming intangible asset and an attractive invisible asset. Based on the social background of the new media era, this article explores the core connotation of cultural creative brands in depth, clarifies the relevance of cultural creative brands image and new media, analysis the features of cultural creative brands image in new media era, proposes the path of constructing and communicating cultural creative brands image.

Keywords

Construction; Communication; Cultural Creative Brands Image; New Media Era