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A Brand Construction Strategy of Digital Cultural and Creative Empowerment in Local Cultural Industries

  • Tsen-Yao ChangEmail author
  • Kuo-Li Huang
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9180)

Abstract

The study introduces digital technology into local industry development, thus building a brand model and creating cultural experimental value to build cross-border brand equity and reduce time expense for design and marketing. The concept of brand model intends to promote in the form of value-added benefits and international business opportunities into industries. Subsequently, the upgrading and transformation of the traditional industry is promoted, driving industry value, the cultural tourism industry, and local brand development. The study is expected to assist local industries in determining their advantages, integrating local stories into brand marketing, and seeking potential opportunities to create brand value through digital marketing. This way, the local industry can be integrated into a sustainable industry chain or settlement. A typical local economy should also be encouraged to grow sustainably so that the local brand can be introduced to the international market and the local industry scale can be expanded.

Keywords

Cultural and creative industries Local brand development Digital marketing Brand value 

Notes

Acknowledgment

The author gratefully acknowledges the financial support for this research provided by the Ministry of Science and Technology of Taiwan under Grant No. MOST 103-2420-H-224-003.

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of Creative DesignNational Yunlin University of Science and TechnologyDouliuTaiwan
  2. 2.Department of Visual Communication DesignSouthern Taiwan UniversityTainanTaiwan

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