The Research On Cultural Brand Of Dad, Where Are We Going

In recent years, with accelerated development of media culture in our country, the appearance of a series of culture-related artifact is a significant catalyst for media industry, which appears an unprecedented prosperous aspect. given this background, culture brand building is ongoing. The parenting reality show ‘Dad,where are we going?’ launched by Hunan TV in 2013 offered a great audience rating, subsequently, diversified derivative products such as movies, books and game apps etc. achieve great success in market. Since the season 1 gained wide influence, news of the season 2 sparked heated debates in mainstream media, as far as we can assume, the brand building of the parenting reality show has been a great research project for scholars.The industrialization of Chinese culture brands is on the horizon, however, we still remains at the entry level compared to some countries. The input of culture-related artifact is far more than the output, which get us into such a vulnerable position in enhancing comprehensive national strength in the era of rapid globalization.Increasing the amount and promoting quality of culture brands is the only way for China to become a cultural power and has a say in the world.This paper will do intense research on culture brand building of the show ’Dad, where are we going?’ including background and significance of each derivative product as well as the brand building process and methods to build on the admirable example of similar research.