Digital Entertainment Industry, Brand Strategy, Research,

Digital entertainment industry is on the rise in China. However, onthe practical plane the serious lack of digital entertainment brands has hindered the further development of the industry; on theoretical plane, strategic branding research is far from adequate. Under the state's policy of promoting digital entertainment industry, this research explores the brand strategy of China's entertainment industry. It also makes an empirical case study of Zhongnan Animation Video, which is in the leading position in the profession. Approaching from branding perspective and by utilizing Dentsu Comb Model, this study proposes an integrated system of digital entertainment brands' connotation and structure. Furthermore, it probes into the brand positioning strategy, image spokesman strategy, and systematic brand of tree model in the development of China's digital entertainment industry. Above all, it discusses managerial issues in brand extension and brand crisis, which have been thoroughly examined in the study of Zhongnan Animation Video.