Enhancing Learning On The Brand Building Of Culture And Creative Industries Companies Integrating Brand Identity System And Creative Supply Chain Theories - An Analysis Of University Students Among China (Zhuhai, Hong Kong And Macau Students), Uk, Us

For the past few decades, Culture and Creative industries have been promoted actively in China, UK, US and Australia with many successful cases in terms of innovation and profits of business management. Among the business concepts, although many companies have made use of brand development strategies and innovative operations in adding-values to their products and services for building up their reputation; however, little academic research have been conducted how to draw the interests and awareness of university students on the cultural and creative products in this emerging industry. There are several problems associated with these: (a) The definitions and scopes of the industry are very broad, which vary from place to place depending on their government policies, their own resources, economic and social development. (b) The curriculum of cultural, creative industry being offered is very broad and newly developed, so there is room for more integration of the existing theories in an applicable manner. With the promotion from the government, industry and educational organizations for the “Culture and Creative Industries” nowadays (see Fig. 1), human inputs are important to provide stable resources for the growth of the emerging industries. Thus there is a need to enhance or strengthen the students’ brand interests and awareness of Brand Identity System to meet increasing competition for local and global needs of the Creative Industries. In order to put the issue in focus and to fill up these gaps, the research will investigate the integration of “Brand Identity System” Theory by David Aaker (1996) (see Fig. 2) and “Creative Value Chain Theory” by UNESCO (2009) (see Fig. 3) for more in-depth understanding of how to apply the theories during brand promotion. Regarding methodology, quantitative data was collected through questionnaires with 12 questions, using mainly closed-ended questions of 5 Likert scale, 1 ranking question (ordinal data) and a few demographic questions (for nominal data). The feedbacks collected are 119 respondents (China- Zhuhai), 113 respondents (Macau SAR), 111 respondents (Australia), 111 respondents (UK), 15 respondents (US), 5 HK SAR respondents respectively. The significant values of the study will be two-folds. Firstly, in general, it will increase the understanding of integrating the 2 theories together in culture and creative industries. Secondly, in specific, it will provide insight about the effect of brand development and their awareness in relation to the five stages of creative value chain in culture and creative industries.