The Research On Brand Building Of Marvel Studio

Marvel studio is a cross-media brand developed from Marvel Comics,which is a famous American comic brand.Its main output is superhero movies adapted from Marvel comics.Marvel Studios has produced 23 superhero films in the past ten years and created many classic images of Marvel heroes,which has triggered a wave of superheroes all over the world.The great success of Marvel's films has also lead many thinking outside the film industry.With its great content and mature brand marketing strategy,Marvel has created a powerful culture brand.While sweeping the global film market,Marvel maximizes the value of film and film derivatives,so as to result the rapid development of Marvel brand.This study takes Marvel Studio as the research object and use the perspective of media brand building,mainly studies the brand building strategy used by Marvel Studio in media management,and summarizes the successful achievements and finds the deficiencies.This study is divided into five parts: the context of Marvel Studio's brand building,the content strategy of Marvel's brand building,the communication strategy of Marvel brand building,the achievements and the limitations of Marvel's brand building.Starting from the discussion and analysis of the cultural background,scientific and technological environment and industrial mechanism of Marvel Studio,this paper mainly focuses on the content strategy and communication strategy used in brand positioning,content output,brand marketing and other aspects in the process of brand building of Marvel Studio.Next,this study summarizes the achievements of Marvel's brand building,and summarizes the successful experience.In the final part,this study discusses the limitations and shortcomings of Marvel's brand building,and gives relevant suggestions?In order to stand out from many superhero films in Hollywood,Marvel has determined its brand positioning using celebrity effect and symbolic brand image to deepen the brand impression in the audience's mind.Then,marvel created a unique and huge plan in the film history: it used the intertextual narrative technique which appeared in comics to weave a meticulous story network in ten years,connecting all marvel series films.While ensuring that its content products have this unique highlight,To optimizes the brand experience of the audience,increases brand loyalty,and ensures that Marvel's film industry is widely and continuously disseminated around the world.Marvel cooperates various platforms and brands,developing brand communities online,building theme parks offline,cooperating with other industries to produce brand derivatives,etc..Marvel film industry has successful experience worthy of our study in terms of brand film output,film follow-up marketing and brand management.A successful brand is not achieved overnight,and brand building is also a long-term work.How to learn from the successful experience of Marvel brand and avoid its shortcomings in brand building,so as to build China's own cultural brand and narrate Chinese stories,is the ultimate goal of this study.