Abstract
The era of all media, as a new cognitive background connecting together everything, provides a new perspective for the operation and communication of cultural brands. Taking the connection between all media and cultural brands as the entry point, this paper discusses how to operate cultural brands in a reasonable and efficient manner. On the one hand, the task is on the construction and communication of cultural brands themselves, focusing on the cultural connotations of their brands and the integration of their marketing with multimedia resources; on the other hand, the operation strategy needs to be further improved, such as the innovation of operation concept, balance of brand layout and creation of brand differentiation advantages. In the context of the era of all-media integration, cultural brands create a more comprehensive and three-dimensional communication mode in a more diversified form. Choosing cross-media and multimedia for brand planning and operation is an inevitable choice.
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