A Literature Review on Museum Merchandising and Branding based on Cultural Heritage Creative Design

Abstract

The cultural and creative industries and the massive dissemination of information in the age of digital media provide new vehicles for the transmission and expression of cultural heritage and use the language of design to capture people's sensibilities, express cultural connotations, and bring the value of history to audiences through new media. Museums, as institutions of culture collection and dissemination, also want to increase their visibility by creating their brand. At the same time, as an important part of urban tourism, museum branding is also conducive to enhancing people's understanding and identification with local culture. For museums, the merchandising and branding of museum-based cultural heritage is an important part of museum marketing, in which museums' cultural heritage design products also tend to function as both consumer promotion and cultural expression. This paper is a literature review using methods that include analysis of literature database platforms and interdisciplinary research and discusses the impact of product design on the branding of museums' cultural heritage. Focusing on the relationship between museum branding and communication with audiences, as well as further study of dialectical thinking on the cultural dimensions of museum product expression, thus identifying key knowledge and research processes in this area.

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